Advertising wasn’t quite something that big technology firms traditionally focused on. With leadership coming from an engineering mindset, the belief was that – ‘If the product is good, people will use it’.
However the merits of branding both from a consumer branding and employee branding perspective has made these biggies think about marketing in a whole new light.
Moving from simple utility value – organising the world’s information or professional identities – to a value proposition that is larger than themselves in many ways, tech firms are indeed creating love-marks. Through smart brand positioning, some technology firms are finally hitting consumer’s emotional sweet spot.
Below are my two favourite campaigns by LinkedIn and Google respectively. Which one steals your heart away?