Fusion Branding

Fusion In his book FusionBranding: How To Forge Your Brand for the Future, author Nick Wreden talks a new look at branding, noting that brands are built by organizations, not by marketing departments. Recent efforts at branding were largely wasted as they focused on advertising and not creating customer satisfaction and ultimate loyalty. In many companies, branding and positioning are used as "tricks" to fool the customer into thinking a vendor has something special. Wreden argues that excellence in operations and customer support are the keys to winning a long-term brand proposition. The old-style consumer goods positioning approach just doesn't work for technology products. If branding is your area of interest, FusionBranding offers an approach that makes sense for technology companies focused on the future.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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