Ray Baird is President of RiechesBaird

Is it just me or is the tech industry finally getting back to investing in their brands?

For some tech companies this may be good news, but for others it may be too late.

Let’s face it, 2009 was pretty bleak as it relates to creative marketing. Sure there were a few brave brands that continued to push the limits and invest during this downturn but for most technology marketers 2009 seemed more like a duck and cover exercise. Most of us expected to see the typical surge from the consumer electronics industry during the holiday season, but did you anticipate big investments from some of the technology powerhouses in the fourth quarter?

Let’s start with Intel (one of my favorite B2B brands). They continued to invest in their brand as usual but took a slightly different approach by moving beyond only product advertising (applause here). They introduced their new “Rock Star” campaign—“Sponsors of Tomorrow”, featuring their people— the very thing that makes them different. This culturally driven brand expression is brilliantly displayed in a contemporary but authentic fashion. If you have not seen the spots, I strongly suggest checking them out to see how B2B branding should be done.

Next, there is Yahoo spending in excess of $100 million on re-energizing its brand with the “It’s You” campaign. Although the campaign is eloquently produced, it’s not for me. It seems like Yahoo has been on vacation during the last several years of innovation and lost its once celebrated cache. Nevertheless, they are back in the game and it will be interesting to see how consumers react, or don’t, to their welcome back positioning.

We’ve also seen Microsoft demonstrate its commitment to investing in its products by launching the Windows 7 operating system to the tune of $300 million. So what’s with the recent surge of investment by Tech firms?

That’s simple, it’s time to get back in the game—and the ones who lead the charge are the ones who reap the rewards.  Let’s face it, whether you’re a large or small company, marketing is about timing and connecting. So, as you look at your own company, ask yourself a few questions.  Are we poised to take advantage of the first mover position? Is our brand correctly positioned in light of the major changes in the marketplace and is our messaging strategy relevant to the current audience needs. Posing these questions to your leadership team should bring up some interesting points of view.

But that’s my point of view? What’s yours?

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Tags: 2010, B2B, b2b branding, b2b marketing, B2B technology brands, boring brands, brand architecture, brand strategy, branding, communications, consumer electronics industry, driving market share, marketing strategy, strategy, technology, technology marketers

This entry was posted on Tuesday, January 5th, 2010 at 1:24 pm and is filed under KEYNOTE. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.