Corporate strategy events: Microsoft

A frequently discussed topic at corporate strategy events is how to reposition your business after years of success to engage new customers.

And software giant Microsoft are once again embarking on refreshing their brand for the new digital age.

The firm used last night’s high-profile coverage of the Golden Globes awards to introduce a new corporate tagline called "Be What’s Next".

The corporate strategy is to get consumers thinking that the company’s products help people achieve their dreams.

The two commercials showcased the company’s Windows 7 mobile operating system, as well as the Bing search engine.

Microsoft asked aspiring actors to appear in the adverts to talk about the difficulty of achieving their career aims.

The strategy is to bring together both Windows 7 and Bing under the Microsoft umbrella to reach a global audience.

Marcus Evans presents corporate strategy events, created by experienced professionals and with information presented by industry experts.