Gartner Blog Network

Tag: 'brand' Blog Posts

from the Gartner Blog Network

The Never Ending Fight Against the "Safe Choice"

by Hank Barnes  |  March 26, 2019

It's an uphill battle. Anytime you have a new idea or innovation that you want to bring to a company (whether it is internal or your are a vendor selling...

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The DEVOlution of Enterprise Technology Buying

by Hank Barnes  |  February 19, 2019

A few weeks back, Jon Reed, the master of the strikethrough of diginomica, referenced a Devo song "Through Being Cool" when sharing my post "Keeping Attention - Substance over Style"...

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Breaking up With a Brand You Love is Harder Than it Sounds

by Bryan Yeager  |  November 21, 2018

Until recently, I don’t think I would have considered myself to be emotionally attached to brands. But something happened this summer that changed my perspective: I stopped using a service...

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The Potential Impact of GlassDoor on Sales and Marketing Efforts

by Hank Barnes  |  August 29, 2017

We've all heard the advice to periodically "Google Yourself."   But now, it is becoming increasingly important for you to Google your company on a regular basis.   If you...

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Is Your Brand Too Self Involved?

by Jake Sorofman  |  October 6, 2016

When you start with what's at stake for your customer, you earn the right to their attention. But, as marketers, in the service of our daily efforts—under deadline pressure and...

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The Rule of Three in Marketing

by Jake Sorofman  |  August 25, 2016

Early in my career, I worked with a brilliant guy—a charismatic showman who may have sold snake oil in some other life—who presented every case in three parts. He'd stand...

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When Did Brand Become a Dirty Word?

by Jake Sorofman  |  August 12, 2015

If you ever want to raise the hackles of the typical digital marketer, just talk at length about branding. They’ll tell you that, in an age of near-perfect information and...

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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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