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 | Oct 23, 2019
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
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
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
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...
