Reading the announcement in the NY Times today about the merger of “equal partners” Omnicom and Publicis brought a smile to my face. Not because I own stock in either company, nor because I think it is a good idea, but rather because I am continually amused at how these […] keep reading
Logo testing: informative practice or horrible waste of money?
In the healthcare industry, where the products go through rigorous tests to prove that they are safe and effective, it is not surprising that many healthcare manufacturers insist on putting their logo designs through the same vetting process. “First do no harm” is not just the physician’s credo, but […] keep reading
The Digital Brand: how technology enables brands to be more like themselves
It is common wisdom to suggest that rock and roll was invented by the likes of Jerry Lee Lewis or Little Richard or Chuck Berry or Elvis Presley. But the most un-heralded father of rock and roll is not a person at all; it’s the electric guitar. Jimi Hendrix […] keep reading
Same brand, multiple indications: is a franchise strategy right for you?
Remember Deion Sanders, the pro athlete who played not only for National Football League teams (two of which won the Super Bowl), but also for several Major League Baseball teams, including the 1992 Atlanta Braves who made it to the World Series? Many admired his gridiron skills and ability […] keep reading
The Goldilocks Process: are you paying for too much or too little?
In the early ‘90s, when pharmaceutical advances in pain and inflammation were taking shape for the first time in a decade, I was working on the identity of a blockbuster Cox-II inhibitor. The company had hired a major marketing firm to conduct research and develop strategy. It cost the client […] keep reading
Avoiding the five traps of healthcare branding research
Many healthcare clients have some form of insight mining capability in house, from a single market researcher to a robust department of analysts and databases. Usually, the methodologies are sound and proven, reflecting a legacy of good research practices. However, when it comes to identifying unique insights into healthcare brands, […] keep reading