Articles By Andrew Berthoff

People imbue the tech brand

 by Andrew Berthoff   Back in the late-1990s I wrote a column for Computer Dealer News in which I somewhat facetiously contended that the Pope is the world's greatest living spokesperson for a

Published on: November 7th, 2011 Andrew Berthoff

Marketing lessons from my shoes

By Andrew Berthoff I recently purchased new shoes online. I like to support local companies, and I always look for things distinct, so I returned to shop at John Fluevog. I don’t often

Published on: September 27th, 2011 Andrew Berthoff

A new brand experience

By Andrew Berthoff I've worked in or, rather, with the Canadian technology industry for more than 20 years, first from the perspective of a journalist following and reporting on the scene, and then

Published on: July 20th, 2011 Andrew Berthoff

Useful marketing trends in 2003

Last column we discussed the 2002 marketing year. This time, let's look ahead to what we might expect in 2003.To recap, here were the trends identified in 2002: 1) Branding continued to move

Published on: February 5th, 2003 Andrew Berthoff

Useful marketing trends in 2002

While everyone in the industry is no doubt tired of the talk of the decline in the technology industry over the last few years, the previous year saw important trends and growth in

Published on: January 22nd, 2003 Andrew Berthoff

The unforgivable fudge factor

A recent ""Insider"" column on the back page of Computing Canada, Computer Dealer News' sister publication, discussed a Microsoft event where Bill Gates tried to demonstrate a new technology on stage. Apparently, the

Published on: September 24th, 2002 Andrew Berthoff

Technology needs experience first; “branding” later

By now everyone’s sick to death of hearing about the technology decline — especially those who actually continue to work and thrive in the industry itself. It’s worth discussing, though, the role of

Published on: August 28th, 2002 Andrew Berthoff