Director of Brand Strategy for Online Services
Michael Kroll is a Director of Brand Strategy for Online Services at Microsoft. In his four years at the company, he has been responsible for the development and launch of the Bing brand, the MSN and Windows Live brands, as well as an active contributor to defining the Windows and Microsoft brands. Previous to joining Microsoft, Kroll worked at Siegel & Gale for 8 years in their New York and Los Angeles offices as a writer, strategist, and ultimately a creative director working for a range of clients from Sony Playstation, Microsoft, and Lexus to NetJets, Participant Productions, AT&T, and the Berklee College of Music in Boston. This last client was especially close to his heart as previous to working at Siegel & Gale, Kroll spent 7 years a touring musician and recording artist. In fact, he credits his experiences touring the “real America” as being crucial his understanding of the reality of how brands and communications land with customers and the importance of reaching the right audience with your message. As he points out, “Some people just won’t like your music. That doesn’t mean the music is bad or needs to change; it means it’s not for them.” He also credits that time with teaching him how to perfect the road trip, and with approximately 65% of all his stories.