A universally recognized brand is a powerful tool for the brand’s marketers, but it can also serve as a target — for unhappy users, for hackers, and for the competition. When it comes to recognizable brands in B2B tech, Microsoft sits near the top of the heap. In this episode of B2B Nation, we talk to Sylvia Harn, global media director at Microsoft, about how her team plans to use the Microsoft brand and its muscle to help market new products in 2022. Microsoft recently announced news around a pair of cloud solutions at its Ignite conference, and brand power will be essential to its success. Both Microsoft Mesh, a new entrant in the metasphere market, and its Zero Trust security, will be up against other well-known brands in their quest to build market share. RELATED EPISODE: B2B Paid Media Strategy Tips We also talk to Sylvia about social media marketing, and how Microsoft takes steps to protect its brand when the social media conversation turns to events too far away from business and good-natured status updates.