Long-term branding strategies

The number of high-tech companies pursuing long-term branding strategies is down sharply. Results of the study, presented at the Silicon Valley Branding Forum in Palo Alto, show that only 60 percent of the 1,100 companies surveyed have implemented long-term brand identity strategies. The study also documents a "brand divide" between small and large technology companies. While 84 percent of large tech companies have a long-term brand strategy in place, only 43 percent of small companies and 66 percent of medium-sized companies do.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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