Blockchain is all the rage just now.
But your customers don’t care about it. Or your AI. Or your cloud. Or your Internet of Things. Or any of a myriad of other technobabble buzzwords your marketing team is likely to fall in love with (great article summarizing them here). They also didn’t care about last year’s buzzwords. Nor the year before.
This trend has been going on for as long as I’ve been in technology marketing. Tech marketers are suckers for a good buzzword. And they often start to craft their brands around these phrases. But in the end, this ultimately weakens your brand. Particularly if this becomes an annual event. Suddenly the face you present to your key audiences becomes the technology, not your brand value proposition.
Great – What DO They Care About?
What business decision makers do care about is what these technologies can do FOR THEM. An automotive manufacturer isn’t interested in Blockchain. What they want is a way to know where the parts are from ABC Supplier, and when they’ll arrive in the assembly plant in Tennessee. Or, maybe they’re a hospital who wants to ensure perishable medications are stored at the proper temperature and disposed of when needed. Perhaps an aircraft manufacturer wants to find a way to automate payment to a contractor once work is completed.
A Different Perspective on Technology Branding
So, what do I do? You want the brand lift of integrating the latest technologies. And the Google Juice from using a trending keyword. I would encourage you to use technology buzzwords much like spokes in a bicycle wheel. Spokes connect the hub (your brand’s value proposition) to the rim (your customer or prospect’s needs). A wheel with only one spoke (even if it is Blockchain), is a rather weak wheel. Better to have several spokes, including multiple enabling technologies, connecting hub and rim.
Taking this example of multiple connecting spokes further, consider ALL the elements of your solution that connect your value proposition to the customer’s challenges. These spokes might include current technologies like IoT and AI, but also other supporting technologies (like interfaces to legacy systems), along with your reputation, history, and track record. Now that wheel will roll. And, stay round. Throw a tire (let’s call this the benefits of an integrated solution in our analogy) on there and now you’re mowing down obstacles in your path!
Remember – no one gives a #@$%! about your Blockchain. They care what it – and the rest of your brand’s technologies and attributes – can do to help them address current and future problems. Never fall for a buzzword. In the end, they’ll always let you down.