Developing a B2B tech brand requires design-thinking and crisp messaging that gets away from industry jargon. The goal is to make your brand feel fresh, original, and exciting, but most importantly -- authentic. Brand messages need to be ownable. Each and every expression of the brand counts (including internal communications), and good brands establish a drumbeat with consistent key messages. Here are a few examples of "billboards" I've developed that were featured home pages of Cognizant.Com. Home pages are prime real estate, driving first impressions and branded moments for the company. Ideally they point to strategic content that extends the first impression with engaging thought leadership and a rich web/mobile experience.