Brand Equity, Hi-Tech Branding, Market Research, Positioning
Preference vs Relevance Most companies in high technology industries struggle to compete against larger and often-more established rivals. Many of these might also be large companies seeking to move from being an OEM supplier to an established consumer or business...
Consumer Purchase Decision Model, Hi-Tech Branding, Market Models, Positioning
There is a wealth of information and expertise about branding in consumer markets, especially the packaged goods marketplace. However, significant emphasis on branding within the personal computer industry is a relatively new phenomenon. Although there are...
Hi-Tech Branding, Market Models, Positioning
Brand Architectures were developed over time in fast-moving consumer goods (FMCG) markets, but they do help out in high technology marketing as long as we keep in mind some of the differences between FMCG and high technology products, which we will go into shortly....
Hi-Tech Branding, Market Models, Positioning
Proper Positioning is critical for high technology companies and their marketing teams. It sets the stage for messaging in all of its forms: PR, Web Site Design and Content IR, Advertising, Tradeshows, Collateral Materials, Presentations, Telemarketing Scripts, and...
Consumer Purchase Decision Model, Market Models, Positioning
Many of us are familiar with the Whole Product concept which was developed by the Partners at Regis McKenna. However, like many ideas and concepts, it has its roots in earlier work. In this case, it was the work of Ted Leavitt, a professor at Harvard Business...
Consumer Purchase Decision Model, Market Models, Positioning
Like the Diffusion of Innovation (see post of the same name), we have Dr. Everett M. Rogers to thank for this critical understanding of how consumers and businesses behave. In his writings, he talked about how the adoption of a new innovation occurs in 5 steps: 1....
