Posts Tagged ‘technology companies’
B2B Brand Debate Topic — Brand Council
Compelling series regarding the role and importance of a Brand Council unfolding over at Gigabrandblog.com. Part two of the three part series covers the Who, What and How of a successful Brand Council. Interesting angle being taken to focus on the particular challenge facing brands in the technology sector. “Technology companies in particular struggle to enhance the value of their brands by aligning their activities to deliver a fulfilling customer experience beyond the functional and/or technological benefits they offer.“
Regardless of specific verticals or market, a critical component for any large company looking to enhance their image in order to boost business is a strong Brand Council. It’s something all of us here at B2BBrandDebate want to bring to the forefront of conversation. As we routinely address, brand development cannot thrive in a vacuum, but rather needs input and buy-in from the company from C-level to entry level.
Does your company utilize the power of a Brand Council when developing brand strategy and brand positioning? If so, please tell us a little about how it works for you.
Boring versus brilliant: where does your business/brand fit?
By Ray Baird, RiechesBaird
If you were asked to randomly search 15-20 B2B technology brands online, you’d probably come to the same conclusion. Most are boring. But why? You’d think innovative companies would breathe innovation into their brands. But that’s not the case. Here’s my conclusion and most importantly a few ideas for technology executives and marketers to explore.
Peter Drucker said it best: “Because the purpose of business is to create a customer, the business enterprise has two, and only two, basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” Well, most successful technology companies get the innovation part down, but struggle with understanding the role and expectation of marketing/branding. Let’s be real, technology companies only really start thinking about branding and marketing when they have to. And it’s very difficult to educate a technologist on the importance of branding and marketing. I can’t tell you how many times I’ve heard, “the leaders of the company don’t get it and don’t know what it costs.” The result: boring brands and uninteresting branding. So, what can we do about it? Here are a few things to consider: (more…)