"Branding & rebranding" is rising fast on the list of priorities for tech marketers in 2012.
Over the past few months, my colleagues and I in the Tech Marketing Council have been engaging in a rising number of client discussions around the topic of “brand.” These conversations with our CMO and VP of marketing clients have come in a few different flavors:
Branding for Emerging Firms. Small, but not startup, vendors seeking to create better brand position and differentiation to take on the established sector players. (e.g., David and Goliath)
Rebrand for Maturing Firms. Midsize growing tech companies ($250M+) with designs on being the next $1B+ firm in their sector. (e.g., “Good to Great”)
Post M&A Brand Integration. Both emerging and large tech firms are working to integrate newly acquired companies, personnel and products. (e.g., House of Many Brands)