Healthcare Branding Services
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