Posts Tagged ‘technology sector’
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.
B2B Brand Debate Topic — Category Definition
Category definition is an issue paramount to all successful businesses. As our friends over at Gigabrandblog.com point out, it’s a strategic decision that can stifle some brands. “Each technology brand shares the same business challenge: defining what category best describes their business, and how to position themselves within the competitive environment.”
The ever-evolving nature of technology forces executives in this field to think more in terms of audience confirmation as it relates to Gartner or Forrester category definition. So often technology companies get caught up in the technology and miss the mark as it relates to what category of business they really represent and how their customers categorize the corporation and view their positioning. In addition, approaching this strategy must be carefully planned and socialized to get buy-in and optimal results.
The series entitled Technically Speaking, What Business Are You Really In speaks about how proper category definition allows for development of an effective brand position. While the impetuous of the article is on the technology sector, there are certainly great nuggets for all of us in the branding world to discuss. Take a minute to read and share your thoughts, which could spark the next great debate.