“I don't know the rules of grammar ... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.”
– David Ogilvy, founder of Ogilvy & Mathers and “The Father of Advertising”
Whether developing a corporate brand or positioning a product and messaging, the art of communicating and differentiating your solutions to technology buyers is essential. But technology vendors often communicate differently than technology buyers. Internal product marketing groups, engineering teams, and developers typically communicate in their own language as they work in locked-down environments to bring a solution to life.
Before going to market, technology product concepts, features, positioning, and messaging must be translated into the customers’ language. Our communications market research identifies the words, images, and communication strategies that your audience will respond to.
We have years of experience working with internal marketing groups, advertising agencies, and public relations firms to develop the branding, positioning, and messaging frameworks used in all areas of communications.
Research areas of expertise:
- Product positioning
- Message development and testing
- Advertising concept testing
- Advertising effectiveness tracking
- Product naming