Essentials of Technology branding examines what is a high-tech company’s brand. A brand is not the product name, not the logo, not the tagline, nor brand colors – all these are associated with the brand – but they do not form the brand itself.  Here I examine what are the drivers & characteristics of high-tech branding, what models of branding don’t work for high-tech and what does. Read the full article on TWB_ here