Angela McIntyre

A member of the Gartner Blog Network

Entries Tagged as 'brand'


How Tech Providers Improve Consumer Brand Image

by Angela McIntyre  |  October 11, 2013  |  Comments Off

Gartner brand analyst Annette Jump and I recently discussed her insights on brand analysis methods.  CMOs of tech firms are improving consumer brand perception using the Brand Strength Index and Net Promoter Scores. Angela McIntyre: Since technology providers know branding is critical for marketing to consumers, what do you recommend clients do to evaluate their […]

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Toshiba’s Experiment in Ultrabook Marketing

by Angela McIntyre  |  July 9, 2012  |  1 Comment

The Toshiba “medical test subject” ad is edgy, a bit gross, and caused a stir.  From the buzz, viewers remember Toshiba after seeing it.  Yet, the  images and portrayal of medical trials are disturbing and can lead to unintended negative connotations for the Toshiba brand.  So why may Toshiba have chosen this commercial? Toshiba’s “medical […]

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Smartphones: The “Go-to” Internet Device

by Angela McIntyre  |  November 28, 2011  |  Comments Off

I was behind the mirror for a few consumer focus groups Gartner held recently.  We asked consumers in six cities about how they use technology, attitudes about consumer electronics, and what influences their purchase decisions the most.  The focus groups highlight how differently consumers think about mobile, video and social media than marketing directors, product […]

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