In his book, author Nick Wreden talks a new look at branding, noting that brands are built by organizations, not by marketing departments. Recent efforts at branding were largely wasted as they focused on advertising and not creating customer satisfaction and ultimate loyalty. In many companies, branding and positioning are used as "tricks" to fool the customer into thinking a vendor has something special. Wreden argues that excellence in operations and customer support are the keys to winning a long-term brand proposition. The old-style consumer goods positioning approach just doesn't work for technology products. If branding is your area of interest, FusionBranding offers an approach that makes sense for technology companies focused on the future.
Looking for the latest in product and data science? Get our articles, webinars and podcasts.