Forrester says Microsoft outshines Apple in mindshare—yeah right

We understand research companies say outrageous things to get publicity. The latest from Forrester is a classic. Tracy Stokes writes Why Microsoft trumps Apple in the battle for consumer mindshare.

Stokes writes about a Forrester Research project to identify brand awareness. It’s a piece of research company flummery looking at brands to see if they are trusted, remarkable, unmistakable and essential.

She says Microsoft beat Apple and Samsung and is “at the forefront of brand building with a unique and distinct brand identity that sets it apart from other brands”.

Trust, mindshare

Stokes thinks Microsoft scores over Apple and Samsung because it is trusted by people across a wide spectrum of age groups while the other two are biggest with youngsters.

Keep in mind that all three sell company-branded mobile phones. Samsung and Apple mobile handsets outnumber Microsoft handsets by something like 20 to 1. These are devices that are with us all day, every day. Now tell me again that Microsoft has a better brand.

Forrester wants customers to pay US$500 for the full report. There might be better uses for the money.