On Second Thought
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....
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...
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...
Right or Wrong, Make a Decision!
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 direction....
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 what it...