Healthcare Branding Services
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