Often we get calls from B2B tech companies looking for a brand strategy. Or we receive a desperate call by a tech executive to come in and clean up after an expensive branding effort that missed the mark. This got us thinking about a couple of questions that we hear time and time again:
After working with almost 300 clients over the past several years, the difference between the winners and losers among technology companies has become clear. The winners almost always share these four qualities:
A change in strategy changes everything. It cannot be undertaken lightly.
Capitalizing on a change in strategy or inflection point often requires solving a new customer problem, selling and marketing to a different set of buyers and competing against a new group of competitors. [Read more…]