Tuesday, May 28, 2002

KM Value Categories: Cost Avoidance Customer Benefits Mission Support Two Purposes of Communities: Enabling networks (defined around a discipline, improves individual performance, share best practices) Delivery networks (specific purpose, pooling knoweldge, definite action plan)   7:14:45 PM     Getting away from KM for a moment, in professor Sawhney's Tech Marketing class we have begun talking about the importance of brands in high tech industry.  The argument historically has been that brands aren't important like they are to P&G or Kraft because people purchase more rationally.  However, the recent counterarguments are that brands may be even more important due to the necessary trust that is required to overcome fear, uncertainty and doubt.  This really resonates with me as I enter my next position with a tech company. Strategic positioning,  a unified message and image, advertising and spokespeople that represent that image are all critical to sustained success.  It dawns on me that I can't think of a single brand in the KM industry that has any equity.  It seems like there is an enormous opportunity for someone to emerge as a trusted leader in KM solutions.  Certainly it is not due to lack of trying but I wonder if the focus hasn't been too much on the products and features and not enough on the marketing aspect of it.   8:42:34 AM

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