Tech Brand Audit: Can You Handle the Truth?
In the first of two parts we explore what is a Brand Audit and why tech companies choose to conduct them.
Remember the fantastic scene from “A Few Good Men” where Lt. Daniel Kaffee (played by Tom Cruise), an continue reading
Top 10 Reasons Brand Development Fails
Conducting a brand creation or re-branding assignment can be one of the most rewarding experiences for a marketer. But for some folks it can be a daunting task that leaves the organization with a bad taste in its continue reading
Part III: The Brand Council-How To Turbo Charge and Avoid Pitfalls
Last time we talked Brand Council, it was about who should be on it and what the Council can do to inform the strategic decision-making in a company. The Brand Council should bring a continue reading
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 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