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How Tech Brands Avoid Being Boring

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Ford Kanzler
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Re: people vs machine
Ford Kanzler   5/3/2013 10:38:21 AM
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Yes. The human interest side is generaly where boring can be overcome. Digging into an organiation and learning about what people are doing can create all kinds of interest opportunities for shining a brand's light in ways that engages prospects and customers. Unfortunately that's missed by companies fccused only on revenue, growth and their stock price rather than delighting their customers.

FLYINGSCOT
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people vs machine
FLYINGSCOT   5/3/2013 9:44:37 AM
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I agree that is is very important to find the human angle in PR.  It is like the old addage of never taking photos unless someone you know is in the frame.  Looking at stuff is boring.  Looking at people is interesting.

Ariella
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Re: Looking beyond product to overcome 'boring'
Ariella   5/2/2013 2:30:07 PM
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@Ford that's true, and brands have to be willing to change their approach to meet the needs of the time, which is why just about any brand that has endured for decades keeps its marketing fresh. That's well illustrated by this history of Kleenex. It started out pushing its product as a means for taking off cold cream in the 20s and evolved to promoting it for use for colds, which made it a product for men and children, as well as women to use. Advertising approaches changed with the times.  

Ford Kanzler
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Looking beyond product to overcome 'boring'
Ford Kanzler   5/2/2013 12:38:40 PM
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Agree, some product categories may be mundane or boring but the brand doesn't have to be. We're talking about a company's image, how it communicates, how its perceived, how interesting it is to prospects and customers in comparison to its competitors, not just the stuff it makes or sells. What does it project? Many brands have overcome apparent staid sameness by doing things which engage their market that are not boring.

t.alex
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Supply Network Guru
what does it mean by 'boring'?
t.alex   5/2/2013 11:15:05 AM
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'Boring' itself is not the same from person to person actually. Consumer products like iPhones, Android tablets are easily exciting. But when it comes to stuff like enterprise product, some engineers may find it interesting while others may not. 

 

 



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