Successful branding and marketing isn’t just about chiming in with a zeitgeist, hoping that someone in your target audience will like what you’re saying and therefore buy your products or subscribe to your services. No. Not really.
It’s about creating an individual logic around your brand and its messaging that cuts through the usual bullshit that customers see and hear. It’s about getting their attention by providing a unique perspective on the issues that matter to them. It’s coming at them leftfield to engage, entertain, and entice them to find out more about what your company’s offering. It’s speaking to them with an alarming intimacy; an honesty that they’re not used to hearing.
We see plenty of consumer brands doing this – so why not B2B/tech ones too? If anything they need to make their point of difference even more distinct; particularly when what they do isn’t immediately obvious; or is easily masked behind a veneer of complexity.