When you think about building technology brands, you’d better think fast. Today’s innovation is tomorrow’s commodity. Many brands with great potential have been surpassed by others with superior technology, absorbed by larger organizations or simply outmaneuvered by smarter brands. The winners—those that have endured—have built sustainable value propositions for continued growth.
What’s the secret to creating a successful technology brand? Most importantly, category relevance and constant targeted branding to reinforce the position. Of course, it’s also crucial to know the playing field, the maturity of the market and competitive threats. Strong brand positioning based on these elements is less susceptible to product or technology commoditization and loss of market value.
Since 1994, RiechesBaird’s Technology Practice Group has specialized in helping technology companies define themselves, how they explain themselves and, most importantly, how they build and extend value in the marketplace. Working with Linksys early in a category-creation phase, we helped them develop a brand strategy to maximize their valuation and sell to Cisco. Not long after, we helped Cisco examine the marketplace to fully understand the strength of both brands and future brand considerations. We developed the brand of a start-up in the e-mail security market that ultimately helped with their sale to Microsoft. For FileNet and Emulex, we developed brand strategies for sustainable growth. And the list goes on.
For a complete listing of our technology experience and information about our services, click here.