Brand Community
What do you think your customers or clients value most about your brand? You know it's essential to base your branding decisions on solid research. Because without data, the best you can do is make an educated guess about what your customers really think. Conducting brand research on
Leadership
Here’s a scary thought. The world may never again be as calm and predictable as it is today. We are living in the future Alvin Toffler predicted in his 1970s book "Future Shock." But you knew that already. With change comes new technology. New distractions. Constant dinging,
Positioning
Honing your brand strategy is fundamental to your business and marketing efforts. Maybe you’re suffering from one of the common symptoms of bad positioning. Or you’re working to expand your brand into new markets and reach new customers. No matter what, research that focuses on uncovering what your
Positioning
One of the core challenges you face as a marketer in the tech world is creating a simple, consistent brand that sticks in the minds of customers and distinguishes you from competitors. The foundation of a memorable, differentiated brand is a strong positioning platform. Strong positioning is always based on
Company Culture
HR professionals know that attracting and retaining great employees are among the greatest challenges they face. These days, top talent can work anywhere. As such, they ask more of their employers than previous generations. A paycheck alone won’t cut it. Applicants are more well-informed than ever. The information age
Positioning
Let’s face it. Naming new technology products can be a painful experience. If you’ve spent time leading a technology marketing team, you are probably familiar with at least one of the following naming scenarios: * The lead engineer of the team building the product comes to you with a
Brand Community
A few weeks ago at DockerCon in Austin, Solomon Hykes introduced the Moby Project, “a new open source project to advance the container movement.” This announcement essentially split Docker (the company and product) from Moby (the open source project formerly also known as Docker). The communication challenges around how the
Identity Design
About eight months ago, Mozilla (the nonprofit organization behind the Firefox web browser) announced the intent to update its visual brand using an open, collaborative process. Since the project kicked off, the process has been playing out in the open, with regular opportunities for the Mozilla community to provide input
Positioning
At one point last year, and for the first time in history, the five largest companies by market capitalization were all technology companies: 1) Apple 2) Alphabet (parent company of Google) 3) Microsoft 4) Amazon and 5) Facebook. This is a staggering shift from a few short years ago, when
Identity Design
Should your company be doing its branding work in house? Or should you hire an external creative agency to do the work for you? This decision can be one of the most important strategic decisions a marketing leader will make. Both internal and external branding investments can be very large.
Company Culture
You have the power to design your career. From where you’re sitting, maybe it doesn't seem that way. Maybe you’re looking at a strict corporate hierarchy. A boss that never asks you your opinion. Or you feel like you don’t have enough experience to make
Storytelling
As a writer, I’m always looking for great stories—to read, to tell, to share. This decade, the arms race for great storytelling has reached a new level. Just look at the production values of promotions like Dove Real Beauty Sketches or Google Search: Reunion. Sometimes I feel like