The Battle of Model vs Product II

The Battle of Model vs Product II

This text was contributed to TechCabal by Claudine Moore, managing director Africa Area for Allison + Partners; founder and former CEO, C. Moore Media Worldwide Public Relations.

I believe we will safely say we’ve moved previous the Pandemic. On the very least we will say we’re studying to dwell with it. As I discussed in part one of this two-part article, one of many many issues the Pandemic taught us is that tech is the current and way forward for all the pieces we do. It’s now our societal, emotional, and operational spine. 

As 2022 involves an finish, what continues is the steadfast march in direction of continued innovation in African tech towards the backdrop of uncertainty concerning what 2023 will bring. That is particularly the case as we see increasingly African tech corporations saying diminished earnings, a slow-down in manufacturing and/or new enterprise actions and layoffs.  

Branding and PR in 2023 will proceed to be synonymous with goal, model, and authenticity. B2B and client tech manufacturers shall be required to market their devices or providers, in addition to showcase their imaginative and prescient alongside a higher model mission and goal. As a result of altering sensibilities of stakeholders, they now must undertake a distinct strategy to how tech manufacturers inform their tales. 

As launched partly one, what’s tech PR doing to rise to this problem and prioritise the model? The reply is that Tech PR is caught up in a storytelling tug-of-war between Model vs Product PR and communications.  

In an Allison + Partners study  77% of tech advertising, branding and communications decision-makers surveyed throughout industries imagine within the energy of genuine, brand-first storytelling to showcase an organization’s worth, goal and mission. Much more (88%) additionally imagine their C-suite understands the worth of storytelling. Curiously, the info additionally confirmed that perception is just not the identical as actuality. Solely 58% of respondents say their firm prioritises brand-focused campaigns. There’s clearly a disconnect right here. 

The reality about authenticity  

Beneath are a few of the advantages of name storytelling and a few of the boundaries. 

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Knowledge initially printed in A+P’s proprietary research “Technology PR’s Tug of War: The Battle of Brand vs Product”

When reviewing the above knowledge, ask yourselves the next six questions on your African tech startup to determine if model storytelling may very well be a necessary a part of your communications and what boundaries you must look out for.

  1. Do we have to break by with media greater than we at present are?
  2. Is our word-of-mouth chatter on fireplace?
  3. Is our gross sales pipeline strong? Is there room for vital development?
  4. Do we’ve the capability to take care of consistency throughout all our channels?
  5. Can we entry buyer or shopper testimonials?
  6. Is there an understanding of our viewers’s wants and priorities?

In the event you reply sure to 4 or extra of the above, it’s essential think about brand-focused Tech PR and communications in your startup and have a transparent understanding of the challenges as a way to achieve success within the targets of your PR. 

Two Disparities

1. Solely 13% of promoting decision-makers at worldwide tech corporations strongly imagine their employer tells a constant, brand-first story throughout all related markets. Keep in mind 72% really feel clients make extra buying selections based mostly on the power of the general model, and 88% really feel their C-Suite understands the worth of an genuine model. So, can tech corporations actually afford to have so many respondents questioning—and even fighting—model consistency, targets and localisation? Merely put: No. 

2. Enter the title divide…once more. Particularly, CMOs (chief advertising officers) are the probably to agree consistency lacks throughout their native markets (27%). On the flip aspect, director and manager-level entrepreneurs usually tend to really feel their firm does so (61%). Clearly, there’s a serious disparity between the orchestrators and creators of the message and people on the frontlines who should ship these messages regionally. 

One answer? Corporations should have a constant playbook and regional advertising kits that assist them obtain their targets market by the market whereas guaranteeing they preserve consistency throughout Africa and globally in case your startup additionally included world markets. 


Tech PR is evolving. The standard days of hyper-focused comms round speeds, feeds, and providers are waning. Media and core audiences wish to know extra than simply what an organization does. They wish to know why you do it. 

Does that imply tech corporations abandon all product advertising and PR to undertake a brand-only mindset? Completely not. Overcorrecting in direction of brand-first storytelling will current related challenges. Services and products are what give corporations credibility, set up belief, and supply C-Suites with thought management prowess. 

An both/or strategy to model vs product will result in frustration and misalignment internally and externally, regionally and regionally. Tech decision-marketers should strike a storytelling steadiness and finish the exhausting—and at instances, pointless—tug of struggle. 

This text is repurposed from A+P unique report, “Know-how PR’s Tug of Conflict: The Battle of Model vs Product”, which you’ll be able to obtain here. You’ll be able to comply with Claudine on Twitter @ClaudineMoore.

Claudine Moore is an award-winning world PR chief specialising in Africa-focused PR and communications throughout a number of sectors, together with tech. She is the managing partner Africa, Allison+Companions; and founder and former CEO of C. Moore Media Worldwide Public Relations. She additionally based The Future is Female Mentorship Program, the primary and solely PR and communications initiative devoted to African feminine tech founders. 

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