[Duncan Chapple and colleagues at Brodeur Worldwide prepared this advisory note for clients of Omnicom in 2002.] Despite the importance of technology market analysts in communicating vision, direction, and capability
In conversation, Jerome Pineau and Duncan Chapple stress the benefits of category creation in collaboration with industry analysts and AR #archat
Although many marketers feel that B2B professionals choose between technologies based on tangible functionality, CCgroup’s research has found that non-functional attributes heavily influence buyers and purchase influencers. Even oh-so-rational industry
Marketers need realistic expectations of AI. Microsoft stock lost $100bn when ChatGPT gave false answers. But Rowan Atkinson as Charlize Theron showed the potential
Technology markets are in turmoil, and industry analysts are a vital part of the fabric needed to prevent vendors from tearing the industry apart. Many vendors are decelerating sales and
On January 25, Jen Kaye Lapierre and I will explore new methods of AR measurement and visual dashboards that bring program impact to life and begin to quantity several intangible, qualitative measures of success.
The gap is widening between the most effective analyst relations programmes, at firms like Ericsson and AWS, and the ‘best practice’ firms that are carefully aligning with the majority of
Licensed content from niche analysts is a valuable marketing tool. However, the perception of top analyst firms is shifted through #analystrelations, not spending.Extensive effort is needed to win advocacy from the
