On Second Thought
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...
Branding and Design for Cybersecurity Companies
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,...
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...
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...