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:

  • Understand ROI vs ROE.
  • Keep up with the ever-changing technology buyer.
  • Know your place on the brand spectrum.
  • Brand confidence.
  • Simplify … but don’t dumb down.