LOOKOUT AND TALON TEAM UP TO OFFER MARKET BRANDING AND PERCEPTION MANAGEMENT SERVICES TO PRE-IPO STARTUPS

DALLAS (MobilityNewswire/PRWEB ) May 20, 2000 -- LOOKOUT Market Branding, a technology-marketing consultancy, and Talon, a perception-management company, today announce they will offer joint-specialty services in a program designed to help technology companies achieve market leadership. The Thought Leadership/Perception Management program prepares pre-IPO technology companies for the challenges of successful launches and continued growth.
These services are becoming crucial in todays market," says Janet Kieffer, principal of LOOKOUT. Were seeing an explosive growth in competition, a tougher battle for awareness, and a commoditization trend, which pressures companies out of a value proposition into a price war."
Through its Thought Leadership services, LOOKOUT builds a market strategy around a companys unique value proposition. Working closely with the client, LOOKOUT develops a program for claiming and holding a leadership position for the company and its brand.
Talon emerged from the public relations industry," says John Dalkowitz, a managing partner at Talon. We realize that press coverage is just part of the equation. Were here to maintain the companys leadership image for the market and for the company itself."
Kieffer asserts that the market rarely buys innovation for its own sake. And investors are more
concerned with exit strategies than engineering features. Thats why tech start-ups must build
their market strategy before the technology is fully developed," she adds.
LOOKOUT and Talon realize that market perspective plays a crucial role in a companys success. Without it, a company cannot properly direct its efforts and usually develops an inwardly-focused approach to the market.
The real value of Perception Management is not simply the publicity it can potentially generate. Perception Management builds and reinforces a strong, clear image of a company to the media, the market, investors, existing and potential customers and especially to the company itself," Dalkowitz said.