C Archambault — Thu, 27 Dec 2007 15:38:19 GMT

I have been thinking the same thing. We build applications for internal use, and I find that NO ONE in IT is thinking about marketing, but we must to ensure adoption and success. In areas where we’ve heavily engaged users in product design and testing, adoption and success is ensured. But the word doesn’t spread to everyone. Combined with a fear of change, where there are pockets of users who aren’t touched by the design/testing process, the product initally fails and we have to do a lot of positive-press and one-on-one marketing.

C Archambault — Thu, 27 Dec 2007 15:42:27 GMT

This is so relevant right now. We often debate this internally. My gut tells me that “it depends.” The nature of the relationship with the brand as a whole is something to consider. If the product is a something different, it could confuse the brand to tie it too closely with the parent.

Boxes and Arrows: Comments by C Archambault