Stickiness

I've been given a challenge. To make hard tech sexy. Or in corporate speak:

How can we improve the brand presence of our work on Hard Tech X?

What the hell is brand presence?

Ask me to list the first 5 phone brands, these are the ones that come to mind:

Nokia, Apple, Samsung, Sony Ericsson, Huawei, Xiao Mi.

Wait - thats 6. and 2 of them are no longer relevant. Why are these 2 still in my mind? Is that brand presence? The stickiness of a brand/product/concept in the mind, long after you've had any meaningful contact with it (my first phone at 12 was a Nokia).

Let's go with that definition. Stickiness in the mind. Another example for me is how I refer to it as Colgate rather than toothpaste. Been using it since childhood.

So to rephrase the corporate speak challenge:

How can we make [our brand] the sticky word that pops up when people think of Hard Tech X?

Yeah. How does one make a brand synonymous with a product?
From GPT:

An excellent example of a brand becoming synonymous with a product is "Google" with internet search, "Kleenex" with tissues, or "Band-Aid" with adhesive bandages. These brands achieved this status through relentless focus on quality, effective marketing, and becoming the go-to option in their respective categories.