Customer Reviews

PowerBranding(tm): Building Technology Brands for Competitive Advantage

5 star:		(2)
4 star:		(0)
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1 star:		(1)

 

 

This book has been an invaluable resource for me in my role as Director of Corporate Communications for a publicly-held, high tech electronics company. Image equals dollars, and "PowerBranding" shows high tech companies the steps required to build and leverage all their brands. The importance of the high tech corporate brand and marketing the company as the # 1 product are often overlooked, and yet are required to support product brands, marketing and sales, and even stock price. It is a MUST read for anyone/everyone involved in high tech branding, including senior executives, as well as PR, MarCom, and investor relations professionals.

I have been in marketing for 20 years and this book is by far the worst collection of junk I've ever read. The authors know very little about brand management and this collection of confusing non-sense about some obscure software company falls short to say the most.

As a Sr. Brand Planner for an advertising agency, I have reccomended this book to other planners and clients as simply the best synopsis of Branding I have come across -and only one of the clients was technology-based.