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SALT partnered with Windows Mobile to develop a global messaging strategy. Who are Windows mobile customers? What do they want from a mobile experience? What is the value of the Windows brand? What must a Windows-enabled device be able to do? Answers to these questions were critical to create a clear and compelling proposition, go-to-market strategy for launch, and ongoing support for the brand. To do so, SALT created a broad messaging framework, and conducted a global messaging research study to understand the motivations and needs of the core audiences – consumers, businesses, partners, and developers. |
| Five clear benefit messages appeared to resonate best in research, allowing us to better understand audience needs, determine the role of the brand, and prioritize messages across all communications. |
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