by Paul Tepperman | Oct 23, 2019 | Just Thinking, Paul's Blogs
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...
by Paul Tepperman | Jun 25, 2019 | Branding Brainstorms, Paul's Blogs, Product Branding
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 | May 2, 2019 | Implementation Inspirations, Just Thinking, Paul's Blogs, Product Branding, Uncategorized
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...
by Paul Tepperman | Jan 10, 2019 | Branding Brainstorms, Paul's Blogs, Product Branding
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 Paul Tepperman | Oct 18, 2018 | Branding Brainstorms, Paul's Blogs, Product Branding
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...
by Paul Tepperman | Oct 15, 2018 | Branding Brainstorms, Just Thinking, Paul's Blogs, Product Branding
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...
