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TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products, by Chuck Pettis
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In TechnoBrands, Chuck Pettis introduces the first published step-by-step process for building brands. While modern day "branding" has been around for more than a century-everybody knows the power of names such as Coca-Cola, Microsoft, GE, Disney, Intel, or Nokia-very few people know the "secrets" of branding and how to successfully apply branding. Filled with examples and insights from successful technology marketers, such as Hewlett-Packard, Microsoft, and Intel, TechnoBrands describes every step in the branding process, including: market research, creating the brand identity, applying the brand, and creating successful brand names.While written from a technology product perspective, the proven branding process in TechnoBrands has been applied to consumer brands and non-profit organizations, with great success."Chuck Pettis has written an important book on a subject of great significance to technology companies of all types. Those who don't grasp the meaning and value of the brand assets can only hope their competitors are equally naïve."-Roy E. Verley, Director, Corporate Communications, Hewlett-Packard"Building strong brands is the only way to ensure enduring profitable growth. If this is your goal, read TechnoBrands."-Larry Light, President & CEO, Arcature Corporation
- Sales Rank: #2834747 in Books
- Color: Other
- Brand: Brand: iUniverse
- Published on: 2001-07-01
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .61" w x 6.00" l, .84 pounds
- Binding: Paperback
- 244 pages
- Used Book in Good Condition
Review
"Chuck Pettis has written an important book on a subject of great significance to technology companies of all types." -- Roy E. Verley, Director, Corporate Communications, Hewlett-Packard
About the Author
Chuck Pettis is President of BrandSolutions, Inc. (www.brand.com), a leading brand consulting and market research firm located in Bellevue, Washington. BrandSolutions clients include: Microsoft, Nokia, Hewlett-Packard, Nortel Networks, REI, Simon, Sun Microsystems, and many others, including numerous emerging companies and environmental organizations. Contact Chuck Pettis at 425-637-8777 or email: cpettis@brand.com.
Most helpful customer reviews
3 of 4 people found the following review helpful.
Does not deliver
By a reader
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.
4 of 6 people found the following review helpful.
This book is the bible of technology branding!
By A Customer
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.
3 of 4 people found the following review helpful.
This book is a MUST if you market/ make high tech products.
By A Customer
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.
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