Microsoft - Certified Partner

The Company
Microsoft Corporation is a multinational corporation that is one of the leading providers of software products for computing devices worldwide. Microsoft continues to develop, manufacture, license, and support a wide range of computer software.

The Task
Addison Whitney brand consultants was engaged by Microsoft Corporation to conduct a thorough evaluation of the Microsoft Certified Solution Provider (MCSP) Program. The core objectives were to assess, benchmark, develop and implement a unified sub-brand strategy. The ultimate strategic goal was to provide a concise certification program by showcasing a specialized offering, developing a relevant nomenclature system and designing an appealing visual identity.

The Addison Whitney Solution

Research & Analysis
Addison Whitney conducted analysis of internal corporate perceptions, perceived marketplace needs and expectations, competitive market identification and comparison and general MCSP program perceptions. Brand assessment research revealed that although the MCSP program was well recognized, most perceptions and ratings were based on the recognition of Microsoft, the Corporation, rather than the knowledge of MCSP, the Program.

Verbal Branding
Based on the research Addison Whitney guided Microsoft through a communications exercise and suggested the elimination of the various membership layers. The verbal team formulated branding options, resulting in the Microsoft "Certified Partner" (MCP) Program with two basic certifications of "Certified Partner" and "Gold Certified Partner".

Visual Branding
Additionally, Addison Whitney developed and positioned the new visual identity system. This consisted of two distinct logos differentiating the two levels of certification. 

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