TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products [Paperback]

Chuck Pettis (Author)

Book Description

Publication Date: July 1, 2001

In TechnoBrands, Chuck Pettis introduces the first published step-by-step process for building brands. While modern day "branding" has been around for more than a century-everybody knows the power of names such as Coca-Cola, Microsoft, GE, Disney, Intel, or Nokia-very few people know the "secrets" of branding and how to successfully apply branding. Filled with examples and insights from successful technology marketers, such as Hewlett-Packard, Microsoft, and Intel, TechnoBrands describes every step in the branding process, including: market research, creating the brand identity, applying the brand, and creating successful brand names.While written from a technology product perspective, the proven branding process in TechnoBrands has been applied to consumer brands and non-profit organizations, with great success."Chuck Pettis has written an important book on a subject of great significance to technology companies of all types. Those who don't grasp the meaning and value of the brand assets can only hope their competitors are equally naïve."-Roy E. Verley, Director, Corporate Communications, Hewlett-Packard"Building strong brands is the only way to ensure enduring profitable growth. If this is your goal, read TechnoBrands."-Larry Light, President & CEO, Arcature Corporation

Editorial Reviews

Review

"Chuck Pettis has written an important book on a subject of great significance to technology companies of all types." -- Roy E. Verley, Director, Corporate Communications, Hewlett-Packard

About the Author

Chuck Pettis is President of BrandSolutions, Inc. (www.brand.com), a leading brand consulting and market research firm located in Bellevue, Washington. BrandSolutions clients include: Microsoft, Nokia, Hewlett-Packard, Nortel Networks, REI, Simon, Sun Microsystems, and many others, including numerous emerging companies and environmental organizations. Contact Chuck Pettis at 425-637-8777 or email: [e-mail].

Product Details

• Paperback: 244 pages
• Publisher: iUniverse (July 1, 2001)
• Language: English
• ISBN-10: 0595189938
• ISBN-13: 978-0595189939
• Product Dimensions: 9.2 x 6.1 x 0.6 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #3,273,957 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

3.0 out of 5 stars Strong on branding, weak on selling technology, June 25, 2001

By 

Paul Dimodica DigitalHatch Marketing (Atlanta, GA United States) - See all my reviews

This review is from: TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products (Hardcover)

Mr Pettis does a fine job describing the positioning and branding needs of a high tech company. His advertising comments are somewhat dated by the current tech market space. But he misses the most important point on how to link these messages to actual sales. What we have learned in the dot com fallout is that branding is not revenue, advertising is not revenue, PR is not revenue, revenue is revenue.

3 of 3 people found the following review helpful:

5.0 out of 5 stars This book is a MUST if you market/ make high tech products., July 17, 1997

By A Customer

This review is from: TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products (Hardcover)

Reis & Trout's books are an excellent place to learn how to create a successful plan to market consumer products. Marketing technical products is similar, but definitely not the same. (See chapter 3.) "TechnoBrands" defines differences and provide practical advice. Chapter 6, for example, clearly explains how to crystalize your thoughts. Add your common sense and brutal honesty to precise and accurate information and you have the recipe for a successful marketing strategy.

4 of 5 people found the following review helpful:

5.0 out of 5 stars This book is the bible of technology branding!, August 26, 1998

By A Customer

This review is from: TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products (Hardcover)

After doing a multitude of research on the subject of branding specific to technology products, I found very few established research results. However, Pettis' book accurately describes the differences between technology vs. consumer branding. In addition, he describes all of the steps you'll need to rollout an effective technobranding campaign, including how to get buy in from upper management. After speaking directly with branding managers from such major technology companies as Novell, I've found that TechnoBrands echoes their sentiments. TechnoBrands is a great book, and the authority on this subject.