A study conducted by The University of Sydney Business School and Hotwire Australia reveals a significant oversight in tech branding strategies.
Tech brands often prioritize product benefits over emotion and connection with buyers.
While many companies focus primarily on product features, there's substantial untapped potential in addressing the underlying, often subjective motivators.
Through these we can shape a stronger human connection with buyers.
Bain & Co's Pyramid model demonstrates that while functional elements are fundamental, subjective considerations play a crucial role in purchasing decisions.
The third level of the pyramid highlights the importance of subjective motivators. Shifting brand messaging to address these elements can significantly impact buyer behavior.
To capitalize on these insights, consider the following strategic approaches:
As Maya Angelou noted, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel."
This principle holds true in B2B tech marketing, where lasting impressions drive long-term partnerships.
The next installment in this series will address common pitfalls in tech sector rebranding and strategies to mitigate them.
An alliance of independent design consultants.
Our mission is to guide you towards a brand that resonates deeply, connects authentically, and accelerates your path to success.
