Part III: Technically Speaking, What Business Are You Really In?
Why category positioning is paramount to building a successful technology brand.
During the first part of this series we spoke about the importance of defining your business category and brand positioning. The second part focused on the approach and continue reading
Part II: The Brand Council–The Who, What and How
Who is part of the Brand Council and what are its functions and processes?
Last time, we talked about why almost all companies, technology companies especially, need a Brand Council. Technology companies in particular struggle to enhance the value continue reading
Part II: Technically Speaking, What Business Are You Really In?
Why category positioning is paramount to building a successful technology brand.
Last week we spoke about the importance of defining the category in which a technology company competes in order to develop an effective brand position. This week we continue reading
Technically Speaking, What Business Are You Really In?
Category positioning is paramount to building a successful technology brand
During the last several months, I have had the opportunity to work with several well-known technology brands. Interestingly enough, although they are distinctively different in size, business model and continue reading
The Brand Council: Stewarding your brand to create long-term value
Part 1 of 3: What is a Brand Council, and why tech companies need them
It is now commonly understood that brands represent significant corporate value and are among an organization’s most valuable assets. This value has been demonstrated continue reading
CA’s INITIAL NAMING MISTAKE
Originally posted on Namedroppings
CA, the company formerly known as Computer Associates, is displaying all the characteristics of Hamlet. It is a company that can’t make up its mind.
Founded in 1976 as Computer Associates International, Inc., the continue reading