Branding in technology markets

Focus on benefits instead of features. Features are what the product does, while benefits are what the product does for the customer in terms of outcomes it enables.

There are three types of benefits:

1. Functional - what the product does
2. Economic - what it means in time and money
3. Emotional - how it makes you feel

Technology brands with powerful emotional connections with their customers can apply significant price premiums and insulate themselves from feature-based competition. Apple and Samsung are examples of such brands.