Strategic Foresight - Insights in Business and Technology

Brand value and positioning changes in Australia.  Optus suffered from a data security incident in 2022, while Retailers dominate the top 10 and Auspost ranks surprisingly low.  The value of a brand can be calculated from a company's balance sheet and has a significant impact on its financial success. Here are the brand equities of the top telecom players worldwide.   My post on the future of global Telecom and IT players gives good insight. Source: Roy Morgan Comms Day

Key Message - IT Services and Product Players Market Market Size: $1.4 Tn  Growth: (6-8%)  Technology Change: High  Life Cycle: Matured  Regulation: Med-Low  Business Environment - High Risk hence all of them have a cash surplus on their books and give insight into their sales and organisation culture (loyalty based instead of talent-based like Apple)   Capgemini and Cognizant brand has no equity in them and both have strayed from their original positioning. Capgemini in particular has lost its mojo.  TCS is the shining light when it comes to brand equity, growth potential, and margin among all IT services players.  From India's IT services sector perspective, TCS and Infosys are premium players. HCL and Tech M are low-cost (price-taker) players.  Accenture is the flag bearer of a premium tier 1 IT consulting services organisation. IBM is trying to compete with Accenture and other IT players to get its premium position in the market. The balance sheet is leveraged and they are g

How B2B Technology Vendors Can Make an Emotional Connection With Their Customers Most B2B technology businesses focus their marketing communications messages on features and benefits. Beyond promoting features and benefits, B2B technology businesses can differentiate themselves by connecting emotionally.  Following questions to ask yourself when assessing if you're making an emotional connection with your customers can be read here .