Both as organizations and individuals, it is assumed that we will learn as we age. But do we? Are we rigorous about learning from the past? Do we take the time to catalogue and make sense of our successes and failures? Continue Reading
To create sustainable business growth, a company needs to learn the landscape and then engineer the vehicles needed to navigate the terrain. Effective marketing strategy is directed at integrating market knowledge and expertise with people, process, and tools—creating an effective and timely response to the challenges and opportunities in the market. Market knowledge needs to be transformative, or else you will remain stuck in place. Continue Reading
In professional services you are marketing yourself. Firms that understand the nature of professional service marketing also understand that each encounter with the client is a marketing event—not just a marketing opportunity (where marketing may or may not take place) but an actual event where marketing activity occurs whether or not it rises to the level of consciousness. Continue Reading
Fear plays a major role in frustrating implementation of new information technology solutions. Often this fear is referred to as “change resistance,” but executive teams and information technology leaders must be careful to examine the cause of that resistance—to accept and come to grips with fears and associated emotional needs. Continue Reading
STA was engaged by an IT services firm in Washington DC to serve the needs of a client seeking to make communication and collaboration improvements for approximately 2,000 staff members located in 185 offices nationwide. Continue Reading
In September 2012 STA was selected to perform a branding project for a successful government contractor listed in Washington Technology’s 2012 Top 20 Rankings, with nearly three billion dollars of revenue. Major lines of business include defense, intelligence, law enforcement, and healthcare. Continue Reading
STA Tech Marketing helps a prominent member association to redesign its digital learning resources, working in partnership with Springboard International. Continue Reading
All differentiators have to be demonstrated. Some may be articulated first and demonstrated afterwards, creating emotional and intellectual resonance immediately through articulation and later confirming and deepening that resonance through demonstration. Continue Reading
Technology companies have many different approaches to naming themselves, their services, and products. But it is always important to have a good idea of your market position. Continue Reading
A brand is only as good as what you put behind it. As a result of conducting a brand strategy process, your people and/or your product might need to change in order to produce the desired business outcomes. Hence, it is prudent to assume that every brand strategy process is to some degree an organizational change process. Continue Reading