Narrative underpins all technology marketing decisions
Effective strategy is never based on products alone
What is The Writing Machine?
The Writing Machine is a communications consultancy founded by journalist,
Andrew Darling, focused on the strategic needs of companies and organisations
within the Information, Communications and Entertainment sectors (ICE).
The Writing Machine is a new kind of consultancy dedicated to understanding
and developing the narratives that define the marketing of media and technology
services. We apply editorial and commercial intelligence to enable companies
to reach their markets by creating strategic campaigns that turn technology
into a narrative the market can understand.
The best technology rarely wins - rather, the best technology marketing
does. Think how VHS trumped Betamax in the ¡®70s. WordPerfect and
Lotus 1-2-3 invented the term ¡°personal productivity¡± in the
¡®80s, but are now just footnotes in history. And Microsoft established
its virtual omnipotence not on the strengths of its products, but on its
marketing.
The question ¡°Who wins?¡± becomes bigger than technology ¨C
its about context.
With the convergence of the Telecommunications, Media and Technology industries
that is occurring now that question is more important than ever. Clients
who use The Writing Machine can rely on our tailored research, editorial
and communications expertise to compliment their existing strategies in
four key areas:
• Business development
• Strategic Planning
• Marketing
• Internal and external communications
We can help small, medium and large companies get their message across.
Communicating complex or technical information in a context that is rapidly
and effectively absorbed by the intended market.
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We advise:
• ISPs and WISPS
• Telecoms companies and
equipment manufacturers
• Device manufacturers
• Application and Content
Developers
• Media Companies and
Broadcasters
• Central and Local Government
• Corporate Finance
• Venture Capitalists
We specialise in:
• Mobile and Wireless Services
• Broadband Services
• WiFi, 3G and Telematics
• The Wireless Enterprise
• Digital Television and Radio
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