In August 2013, Forrester conducted consumer Technographics® research with 4,551 US online adults to uncover the drivers of a successful 21st century consumer technology brand. 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).
In a surprise upset, Microsoft trumped Apple and Samsung in the TRUE brand rankings. In fact, Microsoft was the only brand in the survey to achieve the coveted trailblazer status – indicating that the Microsoft brand is “at the forefront of brand building with a unique and distinct brand identity that sets it apart from other brands”.
All three brands were seen as innovative by consumers, so what sets Microsoft apart? While Apple and Samsung battle it out to reign supreme with the coveted Millennial generation, Microsoft has quietly stolen the consumer technology crown by becoming more trusted and essential across multiple generations. The very ubiquity that perhaps renders it uncool turns out to also be its strength.
so much for the made up B.S tech media likes to spew. this one might hurt, and I doubt you'll see this reported elsewhere.