GLOBAL 2016: Tech leaders need to be perceived as experience brands
It’s ironic that when we work in other categories, businesses are scrambling to be perceived as tech brands. But actual tech brands need to be perceived as experience brands. The best technology brands are doing that already, pulling away from being perceived purely as functional and creating a customer experience supported by the ecosystem. The experience pervades every touch point that the brand has with the customer, from the product itself to the marketing of that product to the real time interaction.