Microsoft's ad connectivity 'changes the game', says Coplin

VIDEO: Following the launch of Windows 8 and the re-branding of Microsoft, Dave Coplin, chief envisioning officer of its UK business said "for the first time, we're seeing the breadth of Microsoft really come to bear".

Speaking at the IAB Engage conference last week, Coplin conceeded the brand can sometimes look to be struggling to catch up in sectors dominated by Apple, Google and Facebook.

Coplin said: "I get that people think about Microsoft and they think about Office - they don't think about consumer services."

The joining of Microsoft's work in enterprise and consumer products and services "changes the game" for brands, advertisers and consumers, he added.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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