updated 01:19 pm EST, Mon January 13, 2014
'One Microsoft' strategy credited with shift
Microsoft has become a more trusted brand than Apple, according to a new Forrester survey. The research group polled 4,551 people, and ranked companies according to its "TRUE" criteria: trusted, remarkable, unmistakable, and essential. Microsoft was the only company to gain "trailblazer" status, with Forrester describing it as "at the forefront of brand building with a unique and distinct brand identity that sets it apart from other brands."
It's suggested that the company's "One Microsoft" approach is working. The company is attempting to synthesize its products, advertising, and corporate structure, following in the path of rivals like Apple and Google. For instance, the "Metro" interface -- first adopted with Windows Phone -- can now be seen in variations for Windows 8 and the Xbox One.
Forrester does note that companies like Apple and Samsung are nevertheless seen as innovative. Microsoft's status is in fact credited as much to its "ubiquity," which makes the company "uncool," but gives it an advantage. Although Apple and Samsung have much greater control of smartphones and tablets, the vast majority of computers are running Microsoft's Windows operating system, and Office is considered the de facto platform for word processing, spreadsheets, and presentations.