Marketing First, Technology Second
MARCH 17, 2020
A major downside of living in a tech-centric society like ours is that many of us now use a technology-first lens to view the world around us. Too often, product managers are taking the easier route of emphasizing technical features and benefits instead of crafting a compelling brand positioning strategy that identifies and fills a perceived gap in the minds of consumers. That’s when Apple repositioned itself as the go-to computer brand for those who want to be creative.