Gartner Blog Network

Tag: 'brand' Blog Posts

from the Gartner Blog Network

What Presidential Campaigns Can Teach Marketers About Branding

by Jake Sorofman  |  July 14, 2015

Ah, politics are in the air, the silly season of the election cycle. Even the most civic-minded among us can grow a bit tired of the nattering din of the news...

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Your Brand is Your Trust Foundation

by Hank Barnes  |  July 7, 2015

In the trust cycle, we've established that your brand perception is the basis for how buyers view you, in advance of actually getting to know you.  For new providers, this...

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Has Authenticity in Marketing Jumped the Shark?

by Jake Sorofman  |  March 4, 2014

There’s a lot of talk these days about authenticity versus transparency as the prevailing value for brand storytelling. Cynics suggest that authenticity and marketing make strange bedfellows, two ideas forever...

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Gartner’s Intelligent Brand Framework Helps Marketers Find Balance

by Jake Sorofman  |  February 27, 2014

Earlier this week, Andrew Frank and I published a post on HBR.org called “What Data-Obsessed Marketers Don’t Understand.” Here, we unveiled Gartner’s Intelligent Brand Framework, which we believe will become...

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How Tech Providers Improve Consumer Brand Image

by Angela Mcintyre  |  October 11, 2013

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...

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Technology as Brand and Brand as Technology

by Mark Mcdonald  |  April 11, 2013

Brand matters.  Regardless of the definition of Brand,  as an identity, market promise, a message, image etc., the face of your brand is changing.  The face of your brand is...

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Making the emotional connection

by David Mitchell  |  August 19, 2012

I tend to keep the old age "people buy from people" in mind when talking to executives who are looking to improve the performance of their sales teams. If the...

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Toshiba's Experiment in Ultrabook Marketing

by Angela Mcintyre  |  July 9, 2012

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...

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Smartphones: The "Go-to" Internet Device

by Angela Mcintyre  |  November 28, 2011

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...

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How do You Build a New Brand?

by Richard Fouts  |  May 8, 2009

This blog is for people in technology marketing and sales. However, many of the things we discuss apply to marketers in any industry. For example: You've just spun off a...

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