High-Tech Branding: Can't Build It, Must Earn It
Evelyn blogs about Branding and recommends the newsletter of David Taber. Som gems from him :
In high tech, a brand cannot be built: it has to be earned. A brand is the effect or consequence of your actions: it's your reputation boiled down to a name and a logo. The most powerful brands do not come from "marketing", but from great customer experiences: terrific product quality, creativeness in feature set selection and design, value, and consistency. Most branding exercises in high tech are a colossal waste of resources.
Although there are short-term tricks, the serious players know that the way to build a brand is to make their customers successful. The most powerful force in all branding is word-of-mouth.