The overwhelming majority of healthcare companies that create franchises—or branded portfolios of products and/or services—do so as an afterthought. That is, they launch a few product brands, run into conflicts about how to represent those products to customers, and then layer over the products with a portfolio approach that (more […] keep reading
Freedom from choice: the comfort of the herd in the age of the digital brand
Since the turn of the millennium, there have been thousands of books and articles assessing how the ways brands are built and marketed in the Internet age have changed. The most common thesis is that one should throw out all the old rules because digital marketing has completely changed the […] keep reading