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   .

Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

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software marketing and software branding -
build your application's brand

from chapters 1 and 2 of the book Brand Warfare - 10 Rules for Building the Killer Brand by David F. D'Alessandro, the January, 2010 Educational Software Cooperative Software Marketing Book Club selection.

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Software marketing can turn an application into brand

software marketing and software branding In the old days, the price of launching a brand was so huge that only the giant corporations could afford this luxury. The theory was that it was worthwhile to spend a fortune to ensure that your brand was foremost in people's minds.

Branding is now easier for software applications

  • Baby boomers are much more skeptical than their parents. They simply don't "buy" the notion that branded products are better. Big corporations were not trusted as much as they had been in the past.
  • Branding doesn't cost a fortune today. The Internet lets smaller companies create brands and compete with giants.
  • Consumers have nearly unlimited access to information. We can do a better job of comparing products, so we rely less upon brand names.

Brands are the shorthand that consumers use to interpret the world. Here's how brands help consumers -

Brands save time for software buyers

software marketing, software branding Brands save time. There's no need to learn all of the choices available in any particular category if you find an offering with a brand name that you trust.

This fact makes it more difficult to offer, say, consumer software because there are large companies with trusted brands.

It makes it even more difficult to offer business software. As the old saying goes, "Nobody was ever fired for selecting IBM."

The author mentions that Children's Tylenol outsells all other brands of acetaminophen combined. In this example, brand beats price.

Software brands project the "right image"

If the food that you serve isn't well-received, you can always say, "I selected the best brand" and you will be vindicated. Or, so the argument goes.

Brands provide an identity for software marketers

This seems to be true when it comes to choosing a brand of beer, automobile, or cigarette. And to a lesser extent, it applies to computer hardware and home consumer products, too.

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