Perception is Everything

Looking at LinkedIn this morning, it seems like everyone recently won some kind of award from one publication or another. Congrats to all. ComTech, being an analyst firm, doesn’t do awards nor report them though we admit, they are a lot of fun and we always enjoyed getting suited up and all posh for the Commodity Now awards dinner. However, we do publish a perception study every couple of years and the most recent version was just issued. In this study, we test the brand strength of the various vendors, ask about market leadership perceptions and about buying criteria. Since we have essentially been doing the study for well over a decade, we can also comment on historical trends. So it makes for some interesting reading. Perceptions are backward looking. The study, therefore, reflects the past and not necessarily the future. As we discussed in a recent article looking at ION’s brand strength, things can change and they can change fairly rapidly as in the case of, for example, TriplePoint. The study shows that there are a couple of groupings when it comes to brand awareness. Ahead of the pack, are vendors ION OpenLink and Allegro, who have very broad… continue reading

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