August Viewpoint.pdf For many years employee happiness, agency vibe and the concept of corporate culture had been soft or “squishy” items for me to sell to our board as worthwhile investments. It wasn’t that they were considered unimportant—they were important, but they were difficult to quantify and too easy to take for granted. I was…
Used correctly, qualitative research can lead to amazing learnings. Used incorrectly, it can lead to the wrong concept representing your brand for the wrong reason.
As healthcare marketers, we always connect our products to scientific data, clinical studies and P values. But the physician is more likely to be touched by a patient experience that delivers on these claims
When notepads and pens ruled marketing budgets, taglines were critical in positioning your product in the mind of the physician. This is no longer the case. Here’s what you should do instead.
David Airey creates brand identities that enable his clients to stand out among their competitors. In this excerpt from his book, Logo Design Love, he looks at two vital steps in the process: mind-mapping and sketching.
Being everything to everyone is the kiss of death in marketing―it means you stand for nothing. Instead, think of a single word that represents your brand. And then set about owning it.
When pharma marketers venture into the world of specialty biotech products, they all too often want to roll out the big pharma playbook. But that doesn’t work in the new environment. Dr. Seuss has some sage advice.
Whether they are using clichéd metaphors and overused patient imagery, or are just playing it safe, too many brands are suffering from undifferentiated creative imagery at launch.
