Chapter 8. BRANDS FOR THE BURNING: Intel, Motorola, and Google

BRANDS FOR THE BURNING: Intel, Motorola, and Google

The concept of branding has always held a special allure for marketers in all industries, and high tech has by no means proved immune to its siren call. Throughout the 1990s, numerous articles, seminars, books, gurus, and websites all proclaimed the "magic of brands." An unending supply of Microsoft PowerPoint presentations placed before the High Priests of Investment Wealth, the venture capitalists (VCs), fervently declared their fealty to the brand in different ways, some promising to "establish brands," others to "drive brands to the market," and yet others to create "universal brands." ...

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