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English Subtitles

When you are trying to build a brand in the tech space...

...there are really 2 things you should take a look at.

First, and probably most important, think about what's going on in the market around you.

What are those market transitions?

Where's the innovation coming from?

Regardless of the place that you sit.

The second, and probably just as important is...

...what are the problems that you customers are trying to solve?

Because, if you can match up the problems they're trying to solve...

...and your understanding of the market...

...you can really create some powerful innovation...

...and a really powerful brand strategy that's in support of your company strategy.

The best way to get to know your customers is to simply spend time with them.

I always find it amazing how little time Marketeers, or even business leaders truly spend with the customer.

Not the buyer, perhaps, or the CXO who's doing the buying...

...but where are the people who are using your products?

By spending time with your customer, either going into their offices, or talking to them live...

...and understanding exactly how they're interacting with your solution...

...that is the best customer data that you can get.

And then you can really create a strategy that will go after solving your most important problems.

The idea of partnerships is not a new one...

...but what I'm seeing today is more brands coming together to create a multiplier effect.

So, if you bring 2 powerful brands together...

...and ensuring that each of the purpose of those brands can intersect in some form or fashion...

...your going to get so much more.

And so, when you're trying to invest money building a brand, or telling a corporate story...

...partnering with another company who has a similar connection can really extend your reach...

...which is very powerful

increase the tonality, make it more positive than negative...

...and make you that much more relevant to a bigger audience.

That is some of the exciting things which we're seeing in the world of marketing today.

And that when it happens digitally, or online...

...where you can really follow the customers...

That's when you really get some impact.

Introduction

A short video from Stanford University which talks about various issues related to brands.  The video can be difficult to understand, but is a good example of the language that American CEOs use to talk about marketing and brands. 

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Stanford Graduate School of Business

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