Well, the 2020 election prep is heating up, with Trump eying another run and over 50 Democrats announcing their candidacies—OK, maybe not that many, but it sure seems so. And each has developed a logo that helps create the identity they wish to project. Like a flag, a logo makes […] keep reading
The importance of corporate branding in healthcare
The role that corporate branding plays in the world of consumer goods is well known and accepted as a common practice. If a new electronic device is introduced into the market, and the company behind it is Apple, sales and esteem are virtually guaranteed. If a new animated film gets […] keep reading
Healthcare branding: the best and worst of 2018
It’s been an uneven year in healthcare branding. Some bad trends continue, while others have found a way to connect with patients and physicians. Without further ado, here are the best and worst healthcare branding efforts of 2018. Best Brand Story: ChantixChantix uses a tried and true methodology to present […] keep reading
Healthcare branding services: five essentials for success
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
Healthcare branding: when it succeeds and when it fails
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
Brand storytelling made easy
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