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Case studies define

our clients’ success


Microsoft is one of the world’s largest technology companies, with a stated mission “to empower every person and organization on the planet to achieve more.”

Business Challenge
  • Microsoft had built a significant share of the online portal market with MSN and looked to significantly expand into online search through the launch of Bing.
  • Competition in the online services business had continued to grow as Google, Facebook, and other social media players were vying for consumer engagement.
  • AspireUp was asked to assess the current situation and provide counsel on future marketing direction.
  • AspireUp conducted a deep dive review of marketing plans, market research studies, and in-market results for Bing and MSN.
  • We facilitated a series of strategy workshops with the Microsoft team to review case studies of how other companies approached related marketing decisions and utilized strategy frameworks to evaluate strategy options.
  • Our final output was a set of marketing strategy recommendations that have influenced Microsoft’s marketing approach in four areas:
    • Overall marketing strategy
    • Brand positioning
    • Brand architecture
    • Advertising campaign direction

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