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NEW YORK: Agencies have traditionally managed most of the communications problems facing brands, but John Deighton, of the Harvard Business School, believes that deeper, richer sources of information technology (IT) might redefine such basic ...

Case Study

Multinational technology company IBM became America's #1 preferred IT vendor through a campaign that showed the potential of its cognitive system Watson.

News

NEW YORK: Google, the technology giant, has retained its “user-centric” brand focus in engaging consumers, while also adapting its marketing strategy to reflect new digital realities.

Article

Google, the technology giant, has evolved its marketing strategy while ensuring that its core underlying purpose remains consistent.

Article

Content marketing can be difficult in a large organisation where siloes exist and practitioners need to find both allies and money.

Article

The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.

News

LONDON: Cisco, the networking hardware supplier, has abandoned a product-led marketing approach in favour of a customer-centric strategy that has devolved authority to a more local level and embraced customer advocacy.

Article

Women will soon control more than two-thirds of consumer wealth in the US, yet technology companies still need to do more to reach this target.

News

SAN FRANCISCO, CA.: An ongoing dispute between Apple and the developer of an app platform for restaurants has spilled over into Washington following changes to the App Store, which critics argue will discriminate against small businesses.

News

NEW YORK: Microsoft, the technology giant, is drawing on underlying principles such as humanity and humility as it crafts messages with real meaning for consumers.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Case Study

IBM, the computer manufacturing company, demonstrated its AI platform, Watson, by making it Wimbledon's first AI tennis expert.

Case Study

Advanced Business Solutions, a software company, incorporated sector issues into common tales with its ‘FairITales’ campaign in the UK, to encourage consumers to look to its brand for a ‘happily ever after’.

Article

Microsoft, the technology company, takes a nuanced approach to how it develops advertising creative in a bid to make the greatest possible impact on consumers.

Article

IBM, an American multinational technology company, used a sense-and-respond system to identify customer pain-points in record speed.

News

LONDON: A collective lawsuit, the first of its kind in the UK, has been filed against Google, which is accused of illegally harvesting the personal data of millions of Apple iPhone users.

Research Paper

Discusses how merging methodologies and data sets can be beneficial to the SaaS (Software as a Service) industry where segmentation frameworks are heavily influenced by feature usage.

Article

The tech sector changes so fast that it is understandable why companies operating in it get sucked into product-led marketing, but Cisco has abandoned a top-down approach that had produced a deluge of material that was mostly ignored.

News

NEW YORK: Five technology firms are included in the top five spots of a new ranking of the 100 most valuable brands in the US, which also examines various factors underpinning brand success.

Case Study

Tech giant Google created a digital lantern site to allow users in Taiwan to share the lantern tradition in a more sustainable way, and in doing so, built brand love.

News

VANCOUVER: The government of British Columbia has received a pitch from computing giant IBM to integrate blockchain technology into Canada’s cannabis trade, ahead of legalisation next year, as provinces scramble to find solutions to the ...

Case Study

Tech giant Google created a digital lantern site to enable users in Taiwan to share the lantern tradition in a more sustainable way.

Case Study

US technology company HP advertised its Print Security solutions through a dramatic series of videos starring Christian Slater as a hacker benefiting from unsecure printers.

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Case Study

IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.