Design Thinking a Better World

Design Thinking a Better World

People often think of design as a purely visual engagement. But it goes deeper than that and isn’t limited to those in the design field. Design (and design thinking) is a process to solve problems in a creative and innovative way.  I bring this up because of an...
Pushing the Business Case for Tech Products

Pushing the Business Case for Tech Products

Does this sound familiar to the way you market your products?  • Describe what the product does  • Show how it works  • List how it benefits customers • Explain why it’s better than other solutions I can understand why this list might: it’s a way to...
Branding & Politics

Branding & Politics

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...
B2Me — A New Hybrid Consumer Is In The Driver’s Seat

B2Me — A New Hybrid Consumer Is In The Driver’s Seat

It’s becoming clear that the profiles of B2B and B2C consumers are changing. One change that is interesting is that each is picking up traits of the other. According to a recent study by Forrester Research,* this new hybrid consumer: has an increased expectation of...
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...
Brand as Currency

Brand as Currency

A brand is sometimes thought of as a mask or outer facade that the company creates for public view, allowing it to dictate how people will perceive it. Sorry, but that’s wishful thinking. The brand needs to be an accurate representation of a company and...