Personal Relationship Building Tech Brands

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Personal Relationship Building Tech Brand Experts

Based on our search, we compared two lists. First, the Top CMO Influences of 2017 and The 9 Branding Experts to Look Out For in 2017. Out of these two, the list of experts that have worked with tech brands and have succeeded in building relationships and stronger consumer bases is created along with their profiles, sample work, websites and credential details.

Eight experts and thought leaders

Brian Lischer is the founder and CEO of Ignyte. Having written books, conducted speeches and seminars regarding entrepreneurship and brand strategy, he is a prominent voice in important fields such as the psychology of branding. He uses his knack for the behavioral sciences to help brands establish consumer base trust and relationships. He has also written for publications like Forbes, Brand Quarterly and The Huffington Post. In addition, he is also currently an active member of the Young Entrepreneurs' Council, Entrepreneurs' Organization, MIT Enterprise Forum and American Marketing Association based on his LinkedIn profile.

Martin Lindstrom's website shows a lot of his work and documented impact in the relationship building process for many brands, including those in tech. He owns the Lindstrom Company, arguably one of the world's leading brand transformation consultancies which advises companies found on the Fortune 500. With specialties involving sensory marketing, neuro-marketing and Religious Branding, he is no doubt quite known in the industry. He was also interviewed by The Marketing Journal wherein he discloses tips and tricks, back stories and roots, including how he helped LEGO out.

Vala Afshar is a regular contributor of articles with topics spanning business, leadership and technology to publications like The Huffington Post and INC Magazine. He is also the Chief Digital Evangelist at He shared more details regarding his line of work and what inspires him in his field in a feature written by Whitney Johnson. His LinkedIn profile reveals a collection of his articles and expertise. He also mentioned powerful words such as "Getting closer to the customer was the best thing that happened in my career."

Tamara McCleary is ranked in the Top 1% of global Social Media Influencers and listed as one of the Top 50 of the same category three years prior by Onalytica. She has a lot of recognition in regard to the IoT, AI, Robotics, Big Data and Digital Transformation. Her website also specifies more of her achievements in her professional tenure such as a known expert in the field of branding and marketing strategy. It was also mentioned that her former clients are big names such as Verizon Enterprise, IBM, Kawasaki Motors USA, SYNNEX and Huawei.

Brian Solis' homepage highlights his record of lending a professional hand to leading brands, celebrities and startups to develop a timely digital transformation with culture 2.0, innovation strategies and more. These enable businesses to adapt to new trends and connected markets from the inside and out. He also authored a book "X: The Experience When Business Meets Design" that tackles topics that emphasize the unity of the CX, UX and BX worlds to re-imagine the customer journey and life cycle. His blog is also one of the top 10 marketing blogs in the AdAge Power 150 and is in the Top 100 business blogs according to Technorati.

To Michael Brenner, employee engagement is important and essential to building an authentic brand, as he would preach in a podcast interview. As a speaker, author, CEO and Leadership and Marketing Evangelist, one of his main key points is the role of employee engagement on top of writing more than a thousand articles for The Economist, The Guardian, Forbes, Entrepreneur Magazine and others. He travels the world helping even the most bureaucratic organizations break down silos, foster innovation, convert a customer base and attain brand loyalty alongside engaged workforces, based on his LinkedIn profile. When it comes to the importance of employee engagement, he may give insights into proven outcomes during his tenure.

Jay Baer provides expert advice in terms of using the internet and how to deliver top-notch customer experiences. He can also be a source of insight in brand building. His website shows his 25-year experience in the marketing arena and work history with 700 companies, including 35 of the Fortune 500. When it comes to keeping customers loyal, motivated and mobilized, he may just provide the applied practice and art of keeping them around in the technological age.

Mark Fidelman is known as a Chief Marketing Officer and blockchain cheerleader as he has headed some of the industry's most well-known marketing campaigns across e-commerce, digital mobile and experiential, according to his LinkedIn profile. He can be reached through his website where it is apparent why he is considered one of the top 25 social media keynote speakers by Inc Magazine. He was also featured by the Forbes Magazine and The Huffington post in other rankings and has helped identify target audiences for companies belonging in the Fortune 1000 among many other things.


With achievements, experience, and actual documented output in terms of building a stronger consumer base and fostering a better connection to customers, the list contains experts with excellent and influence in the technological industry. They are prime targets to interview regarding building consumer trust and fostering deeper connections to customers in a technological light.
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Personal Relationship Building Tech Brand Case Studies

By extracting the top U.S. based tech companies from a Forbes list of the world’s largest tech companies and searching through each company’s customer relations strategy, we found that Apple, Oracle, and Intel are three tech brands/companies that have successfully built relationships with their consumer base by focusing on customer-centric strategies.

Below is a detailed overview of our finding.


According to CNBC, Apples may be considered as one of “the most transformative companies today.” Apple was incorporated in 1977 the company has evolved its brand and offering to include an array of products and services ranging from computers, mobile phones, and “portable digital music players” to a wide range of software. When the company first went public in 1980 it was worth approximately $100 million, by 2017 Apple was worth stood at $750 billion. According to Apple’s CEO, Tim Cook, the company’s success is based on its ability to stay connected to its customers. Apple's customer centric approach is visible in almost every aspect of the business model, particularly its marketing strategy. Forbes has listed a number of key marketing strategies used by Apple to develop customer relations and build trust.

Staying true to its focus on customer experience, Apple makes sure that there is a “consistent Apple experience” with every customer touchpoint.

Apple is inspired by its unique and creative customers and this is evident in its products, which are available for a wide range of customers from varying professions. The idea of community can also be seen in the free coding classes Apples offers to children and the revamping of “its retail locations into ‘town squares.’”

Apple centres its sales and marketing around the customer, not the product. As a result, the sales teams are focused on Apples targeted B2B customers (SME, enterprise, education, and government). For example, a sales rep with a background in financial services will hande sales to banks and credit unions.

While other brands may use discounting (e.g. Black Friday) to push demand, Apple chooses to acquire new customers through brand loyalty by providing top-notch customer experience.

Apple makes use of a Net Promotor Score (NPS) to access its customers brand loyalty. The NPS measure how willing existing customers are to recommend the brand to others.

The simplicity of Apple products makes them simple and enjoyable to use. This approach extends to Apple Support, which makes use of targeted software that assists customers in seconds.

This has been Apple’s approach for the longest of time, “that its products must fill a customer need and inspire first.”

This inclusive approach aims to provide the Apple experience to customers in different locations by providing a touch of local features to local stores.

Apple’s philosophy of placing its customers at the core of all it does has seen the company defy a court order to unlock a customer (who shot 14 people) phone. Apple stated that its unwillingness to help was based on its concerns that if the FBI gained access to one phone, they could do so to all phones, thus exposing their customers data and violating their privacy.


Founded in 1977, Oracle has risen to global status and provides “enterprise cloud computing” to “430,000 customers in 175 countries.” Since its inception, the company has seen strong revenue growth. By 1982, the company’s yearly revenue was approximately $2.5 million, by 2017 revenue stood at $37.7 billion.

For many years, Oracle's major clients were multinationals and governments. It wasn’t until late 2004 that the company shifted its focus to the individual customer by adopting a customer-centric approach. By hiring Jeb Dasteel as its Chief Customer Officer, Oracle’s mission was to strengthen its customer relationships by developing programs that would eventually evolve Oracle into a “customer-focused company.” According to Jeb Dasteel, there are four key ways in which Oracle aimed to achieve customer-centricity: facilitate feedback from customers; effectively engage with customers; create an internal environment that enables customer advocacy; and help customers realize the product value.

Jeb Dasteel states that embracing a customer-centric approach means that businesses have to accept that “the customer is really in the driver’s seat today.” Once an organization has accepted this, there are three things that need to be done:

1. Listen to the Customer;
2. Create engagement programs that will facilitate a relationship of trust; and
3. Help your customers realize the value they expected to get out of your company’s products or services.


Intel was founded in 1968 with $2.5 million capital. Intel is best known for its processors and in 2017 reported revenue of $62.8 billion. In recent years, Intel's customer base has evolved from “a group of key original equipment manufacturers,” to B2B customers. As Intel’s product range grew, so did the complexities involved in B2B customer experience. It was all too common for a single customer to have over 20 Intel I.D's. This fragmentation limited Intel's ability satisfy existing customers and reach new customers. Realizing the need for a customer-centric shift, Intel implemented a new model that focused on four main points.

1. Customer-Centric Culture
The organization began looking at problem solving from a customer's perspective, making use of cross-organizational governance to ensure consistency across the board.

2. Customer-Centric Marketing and Sales
Like Apple, Intel's marketing and sales tactics became for customer-focused as opposed to product-focused.

Intel made sure that there was a consistent customer experience across all channels in the business and throughout all the phases of the customer's journey.

4. Right Content, Right Time
By making use of Omni-Channel Content delivery, Intel was able to gain a 36-degree view of its customer to ensure that they are effectively targeted and supported.

It has been three-years since Intel has implemented thi Intel also made sure to place customer privacy at the core of its customer-centric approach and it is supported by the company’s privacy program.