We have all been trained in technology, but what really matters in technology marketing is the brand. Branding in technology rules, and companies large and small are using marketing as a strategic weapon, even if their products can only be deployed to a small customer base.
Broadly, a brand has to go beyond the bread-and-butter technical attributes of the product if it wants to standout. At HP, for instance, the running joke was that if the company were to sell sushi, it would be called cold dead fish.

The usual thrust of marketing is that firms should sell the sizzle, not the steak. The dot-coms now crashing down were so enamored by the sizzle that they tried the equivalent of opening a restaurant and bamboozling customers with ersatz steak-sizzle packaged in garish spray cans. Conversely, if you focus only on the steak, you’re dead meat.

Marketing

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