Technology Branding

Stronger Together: How Brand Drives M&A Success

According to the Harvard Business Review, “study after study puts the failure rate of mergers at somewhere between 70-90%.” More often than not, brand is not promoted or leveraged to provide unity, clarity and solidarity during this critical inflection point, yet brand can make all the difference between success and failure for the companies…

Blurred Lines: As Technology and Consulting Merge, Is Your Brand Still Relevant?

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…

Brand Strategy: From Tangibles to Intangibles

A competitive review is an important part of any brand strategy initiative. It helps answer questions critical to a successful branding effort: How are competitors positioning themselves? What are the messages that consistently rise to the top? What is the white space that can be “owned” by a brand?

For dataxu, a client in the…

How to Build a B2B Technology Brand That Resonates with the C-suite

SailPoint, a worldwide industry leader in identity and access management, had succeeded in winning over technical buyers with its superior products. But it struggled to connect with the C-suite and business executives who were becoming increasingly involved in security and IT purchase decisions— and who did not prioritize identity management as a critical IT…

M&A Check-List: Top 3 Priorities for Tech Marketers

According to Dealogic, a record $962.6 billion worth of cross-border deals have been announced via 5,498 transactions so far this year. This represents a 38% increase in volume year-on-year ($696.1 billion in 2017 YTD), despite deal activity having dropped 18% over the same period (6,680 deals in 2017…

What to Do When “Innovation” is No Longer Innovative

Today, innovation is everywhere we look, and in this fast-paced and increasingly digital world, we don’t just embrace it – we expect it. Recognizing this, brands have jumped on the opportunity to signal to their audiences that they, too, are innovators. But when everyone’s talking about innovation, branding and messaging around it can…

When the Best Technology Isn’t Enough

When B2B technology companies seek branding help, it’s often for a similar reason: their formerly product-focused, sales-driven organization needs a brand that goes beyond what they do and tells a larger story that elevates their position in the market. This quest to minimize the role of products often raises doubts internally. More…

The Many Colors of Branding Success

Every year, Fortune ranks the world’s top companies across a range of criteria. Looking at the classic Fortune 100, the more recent list of Unicorns (private startups that are valued at $1 billion or more), and other lists, we were curious to see how color was used in the brand identities of these successful…

Millennials Are Buying for Businesses. What Does This Mean for Your B2B Brand?

Millennials. Generation Y. Whatever you call them, consumer brands understand the importance of the huge cohort born between 1980 and 2000. Whether they think millennials are refreshingly confident and engaged, inappropriately self-centered and entitled, or some combination of the two, marketers realize they are critical to the success of consumer businesses, responsible for $600…

Virtual, Visceral and Visual: Technology’s Powerful Influence on Design and Branding

Virtual reality. Artificial intelligence. Drones everywhere. One minute a new technology seems like the stuff of sci-fi. The next minute it’s this year’s hottest Christmas gift. We are inundated with the magic and wonder of innovative technology, even if we aren’t exactly sure how it will ultimately affect our everyday lives…

Building a Healthcare Technology Brand Experience Online

When we conducted external interviews as part of our work developing the Zelis Healthcare brand, one thing became clear: the healthcare payer and healthcare provider clients who worked with Zelis were obsessed. Not with the healthcare payments technology that got doctors and other providers paid more quickly. Not with the healthcare-claims integrity services that…

Audio Whitepaper: Technology Branding

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…

The Curious Case of Yahoo’s (Missing) Identity

A lot has been written about the ‘prolonged demise’ of Yahoo. In short, the internet company has suffered a tumultuous and tiring 22-year identity crisis. This was perhaps most famously crystalized in the leaked “Peanut Butter Manifesto,”an internal memo from 2006 that criticized the company for spreading itself too thin.

“If you’re…

Great Expectations: Why Customer Experience Should be Brand-Driven, Not Technology-Driven

It’s a topic on the mind of every B2B marketer these days: customer experience, that elusive moving target. Specifically, how to meet customer expectations when, as a brand, you are competing against every (predominantly digital) interaction your customers have ever had.

For many B2B marketers, keeping up with customers, not competitors, has become their…

Is It Time for Cyber Security Brands to Leave the Battlefield?

Look around any security technology tradeshow and you’ll feel more like you’re in a national security event than a business technology conference. 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.
Be Afraid. Be Very…

Is Simple Always Smart?

A leading energy consulting firm had a proprietary methodology for significantly reducing energy costs (think seven-figure savings, each year). Though the company’s proprietary solution was extremely powerful, it was communicated in such a seemingly straightforward manner, that many prospective clients thought – mistakenly –they could build a comparable energy-savings program on their own…

‘Lumbering Giant’ or Game-Changer?

In a year marked by unprecedented M&A activity in the technology industry, Hewlett Packard Enterprise (once again) made headlines last week with its announcement of plans to spin-off its technology services operations and merge them with those of Computer Sciences.
Change is Never Easy
As Chief Executive Meg Whitman tells it, the…