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B2B Technology Content Marketing Is a Big Subject

With this post, we’re going to begin to pivot the focus of this blog a bit. Up to this point we’ve spent a lot of time examining B2B technology branding, software brand strategy and branding for startups. Future posts will begin to explore a wider set of subjects under the banner of content marketing as [...]

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PeopleSoft was a Great Brand

Recently I gave a workshop on branding for small tech businesses at the Entrepreneur Center in San Jose. In my talk I covered a couple case studies of great technology brands, one of which was directly from my own experience….

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Brand Research is not Market Research

One of my favorite online resources for trends, case studies and strategic approaches to branding is Brandchannel – hosted by Interbrand. It isn’t just a collection of the firm’s own work, but offers a real forum for discussion and third-party…

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Positioning vs. Branding

Many of the same tech marketers I have interviewed as part of this blogging project negate the importance of Branding while holding up Positioning as the ultimate strategy for winning minds and markets. This distinction is important to address, as…

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Brand in a considered purchase

The insights stated here were gathered as a direct result of a number of primary interviews conducted over the past few months with fairly prominent VP-level technology marketers. The conventional wisdom sadly holds that Branding is unimportant in the considered…

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