Healthcare Branding Services
Death of a Salesman is a fundamental American tragedy; a cautionary tale about the slow-motion fall from the heights of a profession that itself is sinking. It chronicles an identity crisis, a person’s inability to accept change within one’s self and society. Such is the case, these days, with the fallen […] keep reading
Sooner or later (sooner is much better), companies face the vital need to manage their Brand Architecture: the relative relationship between corporate, franchise and product/service brands. Brand Architecture could be a long story in and of itself (it occupies a chapter in my book, Identity Crisis). Suffice it to say […] keep reading
Branding a medical condition? Isn’t that the Devil’s work? Isn’t it just one more way that the pharma, biotech and device industries fool people into spending more money on their products by inventing fictional conditions? Let me tell you why this is nonsense. We’ve written in the past about disease […] keep reading
Many services make big mistakes when they attempt to brand themselves, especially when they try to impose product-branding protocols on their identities. We’ve written in the past about How to think about branding healthcare services. While the branding process is the same—discovery insights about customers and completion, brand strategy development, […] keep reading
I’ve gotten many requests to speak about personal branding lately as I routinely lecture to university and grad students. As part of my due diligence, I researched the prevailing wisdom on the web and discovered some horribly misleading advice that bears amending. Whether you are a young man or woman […] keep reading
Why is it necessary to distinguish healthcare branding from branding executed on the part of consumer goods and services? Is it merely a category distinction, or is there really a fundamental difference between two models of applied research, strategy and actualization? And if the answer is the latter, then what […] keep reading
“Let’s just get the ad concept right, then we’ll add the branding to it.” “We’ll write the tag lines after the ad concepts are done.” “Branding is more of a collective, long-term goal; advertising is for the here and now.” These are verbatim quotes from ad agencies with which I […] keep reading
One of the best practices of top brands such as Coca-Cola, Nike or American Express is that they make a regular practice of reviewing and renewing their commitment to brand identity ever year. Most companies, especially in the healthcare space, make a big show of developing a brand identity at […] keep reading
The most common error when creating a visual brand identity is to treat it as if it were a commodity and pay for it as such. Beware designers or agencies that give you a rock bottom fixed price or charge design by the hour: they are accounting for their short-term […] keep reading
Is branding a mystical experience? An occult practice that only an oracle can divine? Not at all. More than anything else, branding is a discipline—a series of rituals that, once honored, leads to your brand’s best destiny. Every successful brand and branding expert should know these rituals, but I’m continually […] keep reading