On Second Thought

Branding and Design for Cybersecurity Companies

Branding and Design for Cybersecurity Companies

Getting a cybersecurity product to market is no small task: it requires developing a solution that can anticipate and protect against increasingly sophisticated, ever-changing threats that exist in what is currently a wild-west cyber landscape. At the same time,...

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Communicating Your Story on a Whole New Level

Communicating Your Story on a Whole New Level

Some tech companies have products that aren’t very visual (or not visual at all). This can create challenges when trying to promote a product or add visual interest to any marketing efforts, like a website or a trade show booth. Still, there are things that can be...

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Branding and Firefighting

Branding and Firefighting

It seems there could not be two professions with less in common. One sits in meetings and/or at a computer, conducting research, developing strategies, designing communications. The other runs into burning buildings, performs CPR and pries doors off crushed vehicles....

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What if Tech Companies Sold Cars Instead

What if Tech Companies Sold Cars Instead

Developers of med tech and high tech products selling into B2B markets have some specific marketing challenges. For one thing, the products can be complex, making it harder to communicate what they can do and what benefits they offer. Second, companies are marketing...

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A Relentless Pursuit of Brand Loyalty

A Relentless Pursuit of Brand Loyalty

The Evolution of the New England Patriots Brand As a long-time season ticket holder to New England Patriots football games, I have witnessed first-hand the evolution of an organization from hapless laughingstock to what it is now, a first-class organization that has...

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