In the hyper-competitive tech industry, today’s hot innovation is tomorrow’s commodity. As B2B tech buying decisions move beyond the CIO to the CMO, CFO and even the CEO, a compelling and cohesive technology or software branding strategy can transcend commoditization.
A brand is a brand is a brand. And then there are technology and software brands. While other industries face new competitors, technology companies face disruptors – companies that completely alter the competitive landscape and threaten the very survival of legacy players. Here are some best practices for positioning a technology brand for long-term success.
The security industry is evolving. But security brands are stuck in the fear-obsessed past. Military images, dark, ominous colors, and foreboding language from vendors that all convey the same message: You’re not safe, and you need us to protect you. To stand out, it might be time to leave the war zone completely. Here’s why.
Nearly every functional area of the modern enterprise has a role in major B2B technology and software decisions. How can one brand be relevant to a broad group of decision-makers while also resonating powerfully – and specifically – with each individual? Fortunately, there are some tools that every tech marketer can use to overcome this brand challenge.