BILL GATES IS NOT THE RICHEST MAN IN THE WORLD FOR NOTHING While Microsoft is not growing as fast as it once did, it remains the 4th most valuable brand in the world and the principle source of the wealth that has made Bill Gates the richest man on earth. This is despite the fact […]

BILL GATES IS NOT THE RICHEST MAN IN THE WORLD FOR NOTHING While Microsoft is not growing as fast as it once did, it remains the 4th most valuable brand in the world and the principle source of the wealth that has made Bill Gates the richest man on earth. This is despite the fact that there are increasing numbers of competitors offering increasingly sophisticated products, many of which may well be better than those offered by Microsoft. I would argue that the power of Microsoft lies in its brand, not its products. In my lead article in this series, I highlighted and discussed 6 factors involved in effective branding: Not making assumptions – but truly understanding the consumer. Identification with customers – emotionally and cognitively. Creating rituals – and symbols that add value to the product. Establishing empathy – through relationships and genuine caring. Having strong beliefs – living…