by Paul Tepperman | Jan 17, 2020
What is branding? Maybe it’s one of those things we all think we know, and so don’t really give it much thought. We should. Time and time again, I see companies that either don’t have a solid understanding of what constitutes a brand, or have done an inadequate job of...
by Paul Tepperman | Dec 10, 2019
This year has provided us with a bumper crop of Democratic presidential candidates. And while the campaign season is really just getting started, to many it feels intolerably long already. With candidates entering and dropping out (so far 28 people have declared their...
by Paul Tepperman | Jun 25, 2019
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,...
by Paul Tepperman | Jan 10, 2019
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...
by Carroll Ray | Oct 24, 2018
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...
by Paul Tepperman | Oct 18, 2018
Developers of technology-related products confidently make hundreds, if not thousands of decisions in the course of product development. And yet, when it comes to the company’s brand or marketing, some of these same people waver, unable to commit to a...
