M is the exclusive MLOVE forum dedicated to exploring the future of mobility and connectivity. Organized by MLOVE CEO Harald Neidhardt, the off-the-record, invite-only forum for CEOs, CMOs, entrepreneurs and technology leaders was recently hosted at the Weissenhaus Grand Village Resort & Spa, located in close proximity to the German port city of Hamburg.
A number of prominent individuals were invited to speak about the importance of accelerated brands at M, including Rambus CMO Jerome Nadel, Microsoft Senior Digital Brand Strategist Jonathan Oliver, Ogilvy Labs Director Nicole Yershon and AKQA CTO Ben Jones.
Nadel, who has an extensive background in both design and marketing, explained that the two are intertwined and should not be perceived or pursued as separate entities.
“Brand really does matter for ingredient companies,” Jerome told Rambus Press during an interview in Sunnyvale.
“It is important for marketeers to be intimately connected to both strategy and design, even in the semiconductor space, which isn’t traditionally viewed as consumer oriented. This forward-thinking approach – which blends strategy and design – ultimately makes it easier to successfully promote products when they hit the market.”
To illustrate this approach, Nadel charted the continuing evolution of Rambus, starting with version 1.0, which marked the company’s inception in the 1990s and described the role it played in revolutionizing the memory industry with RDRAM.
By 2001, Rambus 2.0 had diversified its offerings, although the company remained engaged in litigation over its patent portfolio.
Nevertheless, invention and innovation continued unabated, clearing the way for Rambus 3.0, which is currently characterized by collaboration, delivering value and positioning IP as a product.
“Similar to ARM and Imagination Technologies, Rambus now collaborates with its partners and customers to develop IP that can be implemented by fabless and fully integrated semiconductor companies at a rapid pace,” said Jerome.
“In addition, we are working to optimize IP integration by taking a hands-on design approach. Understanding how a product will be used by our customers plays a direct role in influencing its development.”
According to Nadel, it is essential for semiconductor marketing teams to think like designers upstream at the beginning of the creative process, rather than simply focusing on traditional marketing methods downstream when a product is taped out or finalized.
“If you are promoting what you helped create, you naturally have a better understanding of the product itself,” he concluded.