Werner Goertz

Product marketers should develop a decision matrix to determine if a product preannouncement is the right choice. As a technology product marketer, you want to highlight that your product is disruptive and offers a unique value proposition. But you face a dilemma. Do you divulge the product features ahead of the traditional announcement strategy, which may lead to unmet customer expectations? Or should you release the product in its final form, committing to meet raised expectations?

If Dell can’t set up their own music creation PC, are they expecting that you can? by Werner Goertz  |  January 28, 2019  |  Submit a Comment I blogged how PC vendors fail to market to music content creators(1). They (including their supply chain partners, Intel and Microsoft) are busy showcasing high-end gaming SKUs and content creation in graphics and video.

Iconic analog brands capture millennials with digital experiences by Werner Goertz  |  January 25, 2019  |  Submit a Comment When Leo Fender started his musical instruments company, the only digital thing was the ten fingers of players like Jimi Hendrix, Eric Clapton or Mark Knopfler. But today’s millennial buyers have difficulty relating to the twang of a Telecaster or the crunch of a Marshall stack. Even the most iconic of brands must evolve and provide experiences relevant to the digital age.