Today my wrath shall be directed at what has commonly become known as Marchitecture. Whilst the term has a few meanings depending on where you read it, for the most part it is understood to be technical specifications for a product, spun in such a way as to look positive from a marketing perspective. I'll take it one step further and apply it to situations where a technically inferior product wins out thanks to superior marketing power.

This situation occurs more than you'd think. Remember the battle between VHS and Beta? Sony's Beta is widely accepted as having been a superior product, yet so many people jumped on the VHS bandwagon that eventually they had to let it go.

That is one of the most clear-cut examples, but the problem seems to be escalating at a frightening rate. Take the iPod. Now there's no doubt it is a fine machine, but is it really the most superior product on the market today? Does it deserve its gigantic chunk of the market share? With products such as the Zen Vision:M and the Sony NW-HD5 I'm not so sure. Apple's marketing machine is clearly having a huge impact here.

Obviously some of this can be laid at the feet of regular marketing, as opposed to technical marketing, but for every person who owns an iPod because it's the hip thing to have, there's one who can rattle of ten reasons why it is technically superior to anything else.

Marchitecture trends are also particularly evident in the computing and video gaming industries, where battles between items that are years away rage on a daily basis. How many articles have you read regarding the Playstation 3 vs Xbox 360 debate? One of the consoles is still shrouded in secrecy and the other has been out barely three months, yet millions and millions of pages of text exist on this topic, most of it based entirely around the technical specifications leaked by the companies. Make no mistake, this hype has the power to sway consumers in a massive way, so the ability to successfully market the tech specs of your product prior to release has a significant impact on your subsequent sales. This will only get worse as time goes on.

In an ideal world, products would sell based on their merits; but obviously this is not the case. The best thing we can do as consumers is to do a little research before we make a purchase, and reward those companies with quality products, rather than those with quality marketing.

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Andrew Kliem

Good Gear Guide
Show Comments

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Jack Jeffries


As the Maserati or BMW of laptops, it would fit perfectly in the hands of a professional needing firepower under the hood, sophistication and class on the surface, and gaming prowess (sports mode if you will) in between.

Taylor Carr


The MSI PS63 is an amazing laptop and I would definitely consider buying one in the future.

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?