Technology Brands Meet the Bottom Line
- Topics:
- Brand Management
- Tags:
- Brand,
- Branding,
- Chief Marketing Officer,
- Marketing
- Source:
- brandchannel
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Overview: The technology industryÆs Chief Marketing Officer (CMO) Council last fall released its Measures+Metrics study, which showed branding at the bottom of the barrel when it comes to measuring marketing performance. Technology CMOs also said that brand equity is one of the least reported measurements to senior management. Following the heady days of the late 1990s when money was plentiful and brand was king in the technology kingdom, branding has deflated on the same curve as bottom lines. This article examines the reason behind the slide in brand importance within the tech industry.
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Format: HTML | Pages: 3
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