Buying a home is arguably the most emotional purchase one can make—and that’s especially for the first-time buyer. These “property virgins” account for almost 35% of homebuyers, who are slowly driving the demand for inventory.
Technology companies need to rethink the customer journey with an eye toward creating simple, useful and enjoyable experiences for their customers, whether they are B2B or B2C.
When it comes to technology, simplicity isn’t just a trend—it is fast becoming the difference between failure and success.
Siegel+Gale's Global Brand Simplicity Index: United States reveals that simplicity sparks profits, loyalty and innovation. This year’s survey shows that brands willing to simplify their consumer experiences and interactions stand to gain more loyalty—and more money. Read the report now.
Ask 100 marketing professionals to define “branding” and rest assured you’ll get 101 different answers. Some believe brand is reputation, others define it as what people think of when they see your logo and still others see it as an expression of the values you share with customers. These aren’t wrong, they’re just too narrow, and all of them represent an external-only view.
There is no denying the “Intel Inside” cooperative advertising campaign was hugely successful. Convincing manufacturers to place the “Intel Inside” logo on their products and focusing the brand message on the value of Intel microprocessors was genius. In fact, it helped catapult the nascent PC market to mainstream status.
A brand name is the most powerful piece of messaging. It’s also one of the most ubiquitous components of any branding program. Pursuing a name is an involved process that can be time-consuming and expensive—involving trademark clearance, language and linguistic analysis, registration of domain names and corresponding activities, such as positioning and visual identity. And the marketplace is crowded, making it hard to find a name that is both unique and compelling.
Findings from Siegel+Gale's new survey reveal that Facebook and Google privacy policies are more confusing than credit card bills and government notices. As a result, some users plan to limit their use of these services. Read the survey results now.
It’s grow or die in the technology business. But if tech companies lose their identities as they grow, they can also lose the loyalty of their customers and employees and the confidence of the media and investors. Growth can kill a company just as fast as stagnation. A recent Siegel+Gale survey of more than 600 technology consumers and employees reveals the real challenges companies face as they morph from singular areas of focus to diversified technology companies, especially if they lose sight of their purpose—that is, why they do what they do.
Companies locked in a competitive war for top talent are finding Millennials reluctant recruits. Undoubtedly, some battles are still won with salaries and benefits. However, the industry’s overall strategy must begin with an appeal to the hearts and minds of all current and prospective employees with a clear and compelling declaration of Purpose.