Dan is an expert in global technology brand marketing and sales. He has advised IBM, Google, LinkedIn, Microsoft, Samsung and Cisco on brand position, go-to-market strategy and sales performance. He has launched businesses in Fintech, Cleantech, SaaS and marketing platforms. Dan is an award-winning tech journalist who wrote for the Financial Times and Economist Group.
Stand out from the crowd. It sounds so simple, but a majority of businesses fail to do that. If you don’t stand out from the crowd, you won’t be visible to consumers.
You have approximately one second to capture someone’s attention. Perhaps three – and if you’re really lucky, a few more.
Microsoft, IBM and Amazon have walked away from facial recognition tech in law enforcement. Neither company owns a significant market share, but the reputational risk for continuing with the technology has littered each brand with much bigger problems of protest groups, privacy ethics and years of working through the courts.
Creating the perfect tagline is something that many brands struggle with. How can you fit what you are into a few words? How can you convey your essence in a three-word message, in such a way that gets people to act?
When most people think of marketing, they usually think of appealing to new customers. Marketing isn’t usually associated with reaching out and messaging existing customers — only 18 percent of brands said that the main focus of their marketing efforts is customer retention (as opposed to customer acquisition).