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New Corporate VP Aims to Brand MSN

00:00:00 - 27 September 2004

September 27, 2004 - (HostReview.com) - Recognized brand builder Jane Boulware brings experience and insight to help MSN build a better online brand. Brands may well be the consumer shorthand of the 21st century. Once embraced by consumers, today's most recognizable brands convey an experience that people know, trust and can relate to before they open the packaging, install the batteries or click on the Web site. Trusted brands provide consumers the confidence to throw a product in their cart without scrutinizing the fine print on the back of the box -- or to try new products with little trepidation as long as they share the same brand.

Few people understand the power of brands as well as Jane Boulware, the newly appointed Microsoft corporate vice president for MSN Global Marketing. Boulware is widely recognized as a thought leader in consumer branding and marketing, with almost two decades of experience in award-winning brand building and management for some of the world's most trusted and recognizable global brands, including Huggies, Scott and Kleenex.

Before joining Microsoft earlier this month, she worked for 17 years for Kimberly-Clark Corp. Most recently, as vice president of marketing services, Boulware headed Kimberly-Clark's marketing research, advertising, promotion, interactive, packaging and design departments. She also led development of the company's Brand Equity Management initiative, pioneering a comprehensive, consumer-centric approach to building brands that spanned the company and its products. This included the creation of Brand Builder, the first marketing technology system to integrate sales, finance, the supply chain and other functions influenced or led by marketing.

In addition to brand stewardship, Boulware will oversee MSN global marketing, advertising, public relations campaigns and consumer research. She also will lead the development of Microsoft's overarching marketing strategy for Internet services in collaboration with marketing leaders in its Office, Windows and other groups.

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