Technology Branding

Don’t Try to Fit In—Find Out What Makes You Stand Out

We recently went through a branding project with a client in the tech industry, whose tablet-based application boasted extreme ease of use and accessibility. The client was adamant about establishing ‘usability’ as a core component of its brand. We’ve heard this argument before, especially from clients in the tech space who feel the…

Branding Outside the Box: Avoid the Jargon Pitfall

Language is a critical component of any brand. The words you use to describe your company, your offering, your clients and even your own people can have a profound impact on how key audiences think about your firm.

We were reminded of the impact that language can have during a recent rebranding project for one…

In Tech’s Changing Landscape, Why Commoditization Demands Proactivity

Across all technology segments, commoditization of products seems to happen faster than ever. Large and renowned firms are encountering new contenders – companies that are younger, smaller, and nimbler – who can create very similar and much cheaper products. As these products become somewhat interchangeable, the market demands more sophistication – and firms need to look towards creating…

Understanding the Emotional Side of B2B Technology Branding

In this post, we examine the second principle of branding technology firms (the first focused on an important distinction: simplification vs. dumbing down), adapted from our chapter on building long-term value in a system-update world in the Brand Challenge.

What’s the difference between return on investment (ROI) and return on emotion (ROE…

The Important Distinction Between Simplifying and Dumbing Down

In this post, we explore the first principle of branding technology firms, adapted from our chapter on building long-term value in a system-update world in the Brand Challenge.

It seems that B2B technology brands come in two flavors: complicated or complex. The line between the two seems faint, but in the tech industry…

The Bilingual Technology Brand: Appealing to a Contrasting Customer Base

Technology companies face a unique branding dichotomy: their complex product or service must “speak” to both the technical buyer (often the CTO) and the financial buyer (typically the CFO). One of our clients, a materials discovery firm with a revolutionary technology for life sciences, faced this challenge as it tried to attract partners and clients…

When It Comes to Video for B2B Tech Marketing, Sometimes Quality Trumps Quantity

By now, it’s clear that content is crucial to modern marketing: firms can make meaningful connections with prospects by delivering valuable and relevant information in compelling, engaging, and even entertaining communications. This is true for all B2B businesses, though effective content marketing doesn’t look the same in each industry.

In B2B technology, firms…

Tech Marketing 2014: Best Content of Q1

The “Best Content” series brings you a handful of the most thought-provoking and informative articles, reports and webinars related to B2B technology branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience.

Benchmarks, Budgets, and Trends in B2B Tech Content Marketing
This deck by the Content Marketing…

Conversation Starters: How B2B Tech Brands Can Leverage Content to Break Through the Clutter

In today’s increasingly complex, cluttered and connected marketing environment, B2B marketers have become more sophisticated in their use of content to open a dialogue with prospects and lead them through the decision-making process. This is especially true in high-tech industries, where B2B buyers will often do significant research before even talking to…

The Rise of the B2B Social IT Buyer

Are CIOs using social media? This is a question we hear frequently – with any C-Suite audience actually. Most recently it came up while we were working with an IT consulting firm to develop an integrated marketing campaign aimed at building awareness and engagement with CIOs and influencers. A critical component of the campaign, as…

Adapt or Die: The Consumerization Revolution in B2B Technology

Online technology community ZDNet.com recently published “Consumerization of Tech: The New Enterprise Disruptor,” an intriguing article that examines the growing trend towards the “consumerization of IT” and what this shift means for the future of technology as it is used within the enterprise. In the article, enterprise software blogger, Dion Hinchcliffe, writes, “…Consumerization is…

B2B Tech Brands: Social Media Best Practices

Corporate social media is currently in an awkward stage right now. As a study recently published by eMarketer points out, while executives may realize the importance of a social media marketing strategy, they are hesitant to “start implementing a plan.” Companies are wary of whether social media can really help them in the long run…