Fear of Technology – What and Why

Did you know that a significantly percentage of today’s modern people actually suffers from a condition called fear of technology. Strange as it may sound, in America, arguably the most advanced country of the world, 55% of the population actually fears to take advantage of technology in their everyday lives.

Today, we agree that we are dependent on technology but yet most people generally feel uneasy about technology Trizetto login . One subconscious reason most people who afraid the technology are understood to have is that with the use of technology they feel enslaved to some outlander influence.

There are two general reasons for people fearing the technology. First reason is the gross lack of understanding of the scientific and technical aspects of our day-to-day technology. The other reason is the flawed personal-belief of people that the advent of technology has marked an unwanted intrusion in their otherwise natural world.

Even though it’s mostly subconscious but those who fear technology must understand that the augmentation of technology is only natural. So much so that fearing the technology is actually fearing ourselves. We need this whole fear of technology to cease immediately.

Branding is a word which is often perceived as the preserve of arty creative types paid too much money to come up with simple, even simplistic ideas. Moreover, with regard to firms which produce technology goods and whose focus is mired in the complexity of features and engineering, brand management is often very low on the food chain. However, the brand is as vital to any technology firm as it is to all firms, places, people even.

For technology firms to achieve sustainable and long-term competitive advantage a volte face is required with regard to how they position their products whilst they jockey for position in a crowded market. The short-term gains afforded by a myopic focus on technical specs and the scant regard paid to the emotional resonance which really gets people to buy your stuff means that many tech firms will not survive much more than the next ten years let alone successive generations.

The rule is that we buy on emotion and justify with logic. The logic is important and any help we can get to articulate that is helpful, but the real deal happens at gut level. Any firm worth its salt needs to have a clear idea of what this emotional stuff is, which really sets you apart and can be the lode star which assures customers of the consistency of the quality you offer.

The following describes the different considerations which are necessary for the successful branding of technology goods – and that is a whole lot more exciting than it sounds. The pre-supposition is that tech goods are branded differently to more common-or-garden consumer goods. Net, there are indeed important differences in the way one should develop, manage and nurture a technology brand as opposed to a common consumer product or service.

Consider those which might immediately spring to mind: Google, Apple, Cisco et al versus Quaker Oats, South Western Trains, De Beers’ diamonds. All are household names. The former are the winners in the tech universe which have successfully traversed the divide from tech firm to broad-consumer brand.

Essentially, the challenge for technology companies is both to sell to groups of consumers on the strength of features and at the same time establish the firm as a recognised company brand name which cuts through the incredible complexity of technological change and renders our purchase choice to buy (their products and services) a no-brainer – we just buy yours! It’s such a noisy and confusing world out there. For instance, many of us find the purchase of a mobile phone an obstacle course to translate the plethora of features into a simple choice: this phone or that? Oh hang on, what about that one?

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