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	Phil's Blogservations Monday, April 18, 2005 Posted by philgomes 3:34 PM EDN On Hypermarketing EDN On Hypermarketing I wanted to point to a great piece by EDN's Bill Schweber about "hypermarketing" and its effects on long-term credibility. When product hype rather than the product itself becomes the news, it diminishes the technical accomplishments of engineers everywhere, as well as the truly impressive products and services they have developed. It also sends the message that, just like the gown parade at the Oscars, the products themselves are secondary because maybe they aren't all they're cracked up to be. I hope the story this time has a happier ending. I echoed a similar sentiment in this anecdotal post from a few years ago. As I've said many times before... A tech company's technology story (as applied to an important or — less compellingly — at least an "interesting" problem) is its only story. It is the cornerstone of the corporate identity's foundation. Any credible business story must have solid technical foundation to fall back on. I know this sounds trite and obvious, but you'd be surprised how many times I run into technology marketing and PR folks who consider themselves somehow above actually knowing how their client's technology works. HOME | OBSESSIONS | FAQ | HEROES | CAREER | BLOG | CONTACT Note that the views expressed on this site do not necessarily reflect those of Phil's employer, its business partners, its clients, or anyone or anything that doesn't come from Phil.	ABOUT THIS BLOG This blog not only discusses PR and media matters, but Phil's everyday observations about a variety of topics. EMAIL phil[at] philgomes[[dot}]com SYNDICATE Feedburner ARCHIVE YAHOO! IM SKYPE WISH LIST PITCH POLICY MY PHOTOS www.flickr.com Photostream RSS Enter your Email Powered by FeedBlitz COMMENT AND TRACKBACK POLICY Comments and trackbacks are unmoderated, though I will delete the patently offensive ones. Any comments and trackbacks are the opinions of the individual writer of those comments and trackbacks, and not those of Phil Gomes, his employer, its clients, or its business partners. If you have a bone to pick, bug the people who wrote the comment or trackback.