Why Technology Companies Need Branding
“Slow to catch on to the benefits of branding have been those companies that are steeped in technology. Even if they have been producing goods for public as opposed to business consumption, they have showed some reticence in embarking on brand investment. Where it is commonplace to spend large amounts of money on plant and capital equipment in technology-based industries, investing in brands has been relatively ignored. As a result, there are few powerful technology brands, and yet they would seem to be in desperate need of branding as a major tool in order to differentiate themselves from all their competitors.”