Studies show tech brands must win hearts as well as minds

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....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands