Digital CMO Series: Bing – Building a New Brand in the Digital Age



Breaking through the noise to launch a new brand in today’s marketplace requires harnessing traditional marketing techniques as well as the unexpected. Reaching users online is relatively straightforward, but building emotional connections, staying relevant and delivering value is considerably more challenging. Hear from Kirsten Ward, Director of Digital Advertising, Microsoft as she discusses the challenges faced and innovation by Microsoft to build the Bing brand and steadily gain market share from Google and Yahoo.

Kirsten shares answers to:

  • What was the strategy to start attracting customers to Bing?
  • What was the inspiration behind Bing’s identity and interface?
  • What risks were taken in marketing Bing?
  • The importance of measurement and how Bing is using Compete to measure campaign success and impact.
  • And much more!

Check out our YouTube page to hear Kirsten’s perspective on The Big Brand Theory and what it means to Bing.

About Kristen Renda:
Kristen Renda serves as Marketing Manager for Compete. Since joining the company in 2008, she has been fully immersed in all aspects of Compete’s marketing programs; developing and executing both online and offline campaigns. Most notably, she plans and manages all company events including the annual Digital CMO Summit.