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Marketing News

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Published 2/8/2013


Author: Molly Soat

​Molly Soat is a staff writer for Marketing News. She can be reached at msoat@ama.org.

Summary

​Marketing a dry tech brand can be a challenge, and if you combine that with a quick go-to-market deadline and a nominal budget, you’ve got a big job on your hands.

Lantronix Inc., a 24-year-old Irvine, Calif.-based maker of machine-tomachine communication products such as wireless and embedded device-networking systems and IT-management platforms, recently took on the charge of making its tech-heavy brand more relatable and recognizable. “We’re this silent ingredient, where almost every Fortune 500 company uses our products, but no one knows that,” says Mark Tullio, the company’s vice president of worldwide marketing.

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