Today Forrester Research published a report in which Microsoft trumped both Samsung and Apple in the consumer mindshare survey. As part of Forrester’s TRUE Brand Compass research, Forrester conducted consumer Technographics research with 4,551 US online adults about the technology brands and their perceptions on it. This research is part of Forrester’s TRUE Brand Compass framework designed to identify which brands are winning the battle for consumer mindshare and to help marketers build a brand that is trusted, remarkable, unmistakable and essential (TRUE).  This framework has two core components:  1) An overall TRUE Brand Compass ranking gives a snapshot of a brand’s resonance – the emotional connection a customer has with a brand, and 2) The TRUE brand compass scorecard reveals a brand’s progress along each of the four TRUE dimensions. The most surprising part of the research is their results. Microsoft is one of the technology companies which is ...

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