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Title: Does not deliver
Review: Technobrands is a book about branding new technologies. According to the author, techno branding is different from usual branding and needs a new approach. The book is supposed to introduce this new approach and make you, and your company, more successful.The problem is that the book does not deliver. It is a series of generalitities strung together. The concept of technobrand is not defined and the differences with usual branding are not properly explained. There are no practical advice on branding (except the overly repeated advice to test your plans with focus groups). The author cites 'authorities' throughout the book and at the start of each chapter. I realized how desperate he was when he actually cited himself (chapter four).Technobranding may be a good idea. But this book is not the place to learn about it.
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