Pivoting Brands: The “Tech” Label and Why Space Still Matters
Fueled by aspirations to be associated with the digital revolution, many banks, insurance companies and even law firms are strategically identifying their offerings as technology-driven, embracing tech as a core part of their identity. Meanwhile, many tech companies are moving away from this label, acknowledging that technology is simply a medium—not the message—for what they do, and technology alone isn’t a marketplace differentiator.