Customer Reviews

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

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3 star:		(1)
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1 star:		(1)

 

 

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.

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.

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.

Technobrands is a book about branding new technologies. According to the author, techno branding is different from usual branding and needs a new approach. The book is supposed to introduce this new approach and make you, and your company, more successful.

The problem is that the book does not deliver. It is a series of generalitities strung together. The concept of technobrand is not defined and the differences with usual branding are not properly explained. There are no practical advice on branding (except the overly repeated advice to test your plans with focus groups). The author cites 'authorities' throughout the book and at the start of each chapter. I realized how desperate he was when he actually cited himself (chapter four).

Technobranding may be a good idea. But this book is not the place to learn about it.