Studies show tech brands must win hearts as well as minds

Florencia Pini and Claudio Camus

This article on technology brands in Latin America emphasizes the need for the sector’s advertisers to build emotional bonds with consumers.

Studies show tech brands must win hearts as well as minds

Florencia Pini and Claudio Camus

Much has been written about the transformation that comes from the incorporation of technology into people's daily lives.

Advances in technology have provided an unlimited possibility of access to information, delivering a broader range of advertising messages and different means of control over them by individuals. This transformation has also changed the way consumers have social and personal relationships, and their relationship with brands and marketing consumption.

The key question is whether it is the consumer or supply that determines technological demand....

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