A brand is a brand is a brand. And then there are technology 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.
Technology companies that embrace their brand as an articulation of the promise that they deliver through their people, their products and their services will elevate their value in the market and will better position themselves for long-term success.
In this audio whitepaper, we examine several principles that underlie successful technology branding:
The traditional lines between technology and management consulting are blurring. And consulting firms of all sizes are trying to keep up, broadening the scope of their offering (often through acquisitions) to meet the increasing demand for technology solutions and services.
We first looked at this situation in 2015, when we read the TBR 2015 Professional…
In this post, we examine the third principle of branding technology firms, in our on-going series adapted from our chapter on building long-term value in a system-update world in the Brand Challenge.
The proliferation of all things digital has transformed technology from a nice-to-have to a must-have for consumers…
Innovation. It’s been a recurring theme in almost every one of our conversations with B2B companies looking to refresh their brands. From the CMO to the CEO, B2B executives have been laser-focused on building brands that convey innovation.
When did this word become so ingrained in our lexicon? According to Google Ngram, the…