What would it take to convince people that your business delivers a great customer experience? For tech giant Microsoft, the answer was more than $1 billion.

Executive Summary

P/C insurers can take a cue from companies like Amazon.com, Trader Joe's and Patagonia when it comes to brand management by working to bring their brand messages to life during routine interactions with customers rather than spending more money on advertising, Watermark's Jon Picoult advises.

That’s how much the company reportedly spent on its Windows 8 marketing campaign when the new operating system was launched in 2012. (See, for example, “Microsoft Betting BIG On Cloud With Windows 8 And Tablets,” Forbes, Oct. 11, 2012.)

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