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 | Oct 18, 2018
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
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...
by Paul Tepperman | Sep 11, 2018
Companies devote a lot of time, energy, and resources developing a product. This can put a lot of pressure to launch as quickly as possible. Startups, companies with limited resources, or those having to procure additional funding can feel even more pressure to get to...
by Paul Tepperman | Dec 21, 2012
At some point in the course of product development, the task of applying your brand to the hardware or software comes into play. Too often, it boils down to a late-addition exercise in labeling — where and how to place the logo and color. What this seems to imply is...
