Pharma brand TV ads should die a quick death

Unlike consumer-goods branding, healthcare branding is not a celebration of self. People don’t engage with healthcare brands to shape their identity. “Look, I got a new Dior bag…a new BMW…a cool brand of beer.” Healthcare branding is a protection of self, helping to restore aspects of one’s identity lost to […] keep reading

Medical marijuana, depression and epilepsy: Parry Branding Group wins big at Graphic Design USA awards

What do medical marijuana, depression and epilepsy have to do with great design?  Graphic Design USA says it’s Parry Branding Group (PBG).  At their first open call for design in the healthcare space–a much overlooked category–Graphic Design USA awarded PBG five top awards.  Three came for PBG’s ground-breaking work in […] keep reading

America’s Brand Identity Crisis Under Trump

Back in 2014, I was the lead strategist on the marketing team that, for the first time, created a formal brand identity for New York State (New York State of Opportunity) to coordinate with Governor Andrew Cuomo’s second-term election. I had a ringside seat observing the many ways in which […] keep reading

John McCain’s Disease: the potential for celebrity brand identity for glioblastoma

In my book, Identity Crisis: Healthcare Branding’s Hidden Problems and Proven Strategies to Solve Them, I have a chapter that outlines the discipline of creating brand identities for diseases. The benefits are many: greater public awareness, greater community support, the potential for enlightening dialogue, enhanced funding for research and insurance […] keep reading