#25 Technology
Decision-makers for technology products and services used in the workplace are not necessarily more likely to link the capacity for innovation with well-known "pioneers" that have passed the test of time. In fact, smaller newer companies are often accorded as much credibility as long-entrenched/venerable competitors. Further, they are often given just as much credit for developing impressive new technology — with the added perceptual benefit of being able to deploy that technology more quickly than their entrenched competitors. The lesson: Longstanding corporate brands may need to be deployed in a non-traditional manner when used to support technology products and services.