TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products

After doing a multitude of research on the subject of branding specific to technology products, I found very few established research results. However, Pettis' book accurately describes the differences between technology vs. consumer branding. In addition, he describes all of the steps you'll need to rollout an effective technobranding campaign, including how to get buy in from upper management. After speaking directly with branding managers from such major technology companies as Novell, I've found that TechnoBrands echoes their sentiments. TechnoBrands is a great book, and the authority on this subject.

Reis & Trout's books are an excellent place to learn how to create a successful plan to market consumer products. Marketing technical products is similar, but definitely not the same. (See chapter 3.) "TechnoBrands" defines differences and provide practical advice. Chapter 6, for example, clearly explains how to crystalize your thoughts. Add your common sense and brutal honesty to precise and accurate information and you have the recipe for a successful marketing strategy.