Healthcare Branding Services
If you ask a healthcare advertising agency if they do “branding,” you’ll of course get the answer “yes.” However, usually “yes” means an improvised strategy workshop, followed immediately by a design exploration. If you ask a consumer branding shop about branding, you will get an excellent, comprehensive scope of work…costing […] keep reading
There’s way too much false chatter about the need or purpose of branding in healthcare. It’s intentionally deceptive. It’s not necessary because people eventually need the brands anyway. It gets in the way of sales and marketing, which are the real drivers of a brand’s success. The fact of the […] keep reading
Much has been written about brand storytelling. And as such, the definition of brand storytelling has taken on such a complex meaning that it has become confusing and frightening. Let’s distill all the dissertations out there to get to the essence of what brand storytelling is about, and how to […] keep reading
Imagine a candy-like dietary supplement that you could pop in your mouth and it would suppress your appetite and help you lose weight safely. Further imagine that the supplement came in scrumptious flavors like chocolate, caramel, and peanut butter. Sounds intriguing, right? The Jeffrey Martin company bought the marketing rights […] keep reading
We do not see health as it is; we see health as we are. My late mother and father divided their lives into two segments: before they had multiple sclerosis and colon cancer respectively, and after: their “well” selves and their “ill” selves. Wellness and illness can be among the […] keep reading
Rebranding can often take more guts than brains. The smartest, most savvy branding experts could come up with the ideal new pathway to re-launch a brand, but if the internal stakeholders don’t buy in, then failure is inevitable. Leadership with the guts to foster change is as much—or even more—important […] keep reading
Honestly, I don’t know if a majority of consumer goods companies test their choices for positioning statements, but the ones with which I have worked certainly did not. Sony never tested anything. Their practice was inspired by a belief that their marketers knew how to market, and would never trust […] keep reading
Whether we call it a “competitive simulation,” a “brand duel,” or even a “strategic chess match,” nothing sums up the no-holds barred branding exercise better than the term “War Games.” Yes, I said branding exercise. While it appears to be merely a marketing exercise aimed at developing future-proof strategies and […] keep reading
When I would travel abroad for clients in Europe as the Chief Creative Officer for Young & Rubicam’s former healthcare powerhouse agency, Sudler & Hennessey, I would pick up small presents for my twin girls. Since they were around five or six at the time, such gifts were simple and […] keep reading
There’s a natural human desire to reduce the mysteries of life down to an exact science. After all, such rigor can replace one’s natural courage and judgment with a proven methodology for sorting out uncertainties. As David Letterman’s classic comedy bit illustrates, we have an addiction to rank unrankable things […] keep reading