Chapter 8. Manage and Market the IT brand

Telling the IT Story

Unless you have been stranded on a desert island for the past 80 years, you must have absorbed some basic understanding about marketing. Even if you have never taken a business course in college, you are doubtlessly aware of the significant role that marketing plays in modern societies. It does not matter whether you are living in a society that is based on capitalism, communism, socialism, or totalitarianism—marketing is an inescapable fact of daily life.

Most successful marketing strategies are built around a simple concept—the brand. Your brand defines what you are and what you have to offer. Your brand tells your story. Ideally, your brand inspires trust and confidence. It makes people want to keep coming back to you for more.

Your brand creates a sense of familiarity. It reduces the fear that most people instinctively feel when they confront something that is new or different. Your brand makes it easier for you to accomplish your objectives, especially ...

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