The lack of corporate presence in local markets like The Netherlands hurts ICT brands. Recent image research by the Dutch magazine 'Incompany', executed in end of 2005/beginning 2006, shows a dramatic drop in appreciation of ICT brands. At the same time financials grow very strong in their appreciation by business people in The Netherlands.

In the latest edition of our local electronic newsletter 'Highlights' (July 2006) I tried to find some explanations for this dramatic drop. The lack of corporate presence of ICT brand is the result of the way local offices of worldwide ICT brands are organised and operate. They have very little room for corporate presence and attention and that makes them very vulnerable in hard times.

See the full article: Highlights July 2006. In that newsletter you can find more background information about the research executed.