If you filled a conference room with the leadership of your company, handed everyone a piece of paper and asked them to write down your brand’s positioning, how many different answers would you get? How about if you [...]
A new year represents the chance for a fresh beginning. A time when you can take stock of your brand and commit to ways of making it stronger, more compelling and relevant. These objectives should always be at [...]
Social media leverages technology and provides us the means to communicate with each other like never before. In an instant we can share information with friends and family, or reach out to people we’ve never met before who [...]
We are bombarded with marketing messages every day. From the ad on the side of the bus that you were stuck next to in traffic to the flashing banner when you went to check the score of last [...]
The way we communicate with each other continues to evolve. Rapidly. Radio, newspapers and television have been influenced by new media. Not only has the internet reshaped the communication landscape, but so have the devices, technologies and apps [...]
It doesn’t matter if it is a corporate, product or service brand, one factor above all others will influence its ability to succeed. As you establish or evolve your brand, a core point of meaningful differentiation is critical. [...]
Clinical trials are the backbone of advancing therapeutics. The investment made in financial and human capital are tremendous. The trials themselves represent true hope to those who can benefit from them the most, clinically. Sometimes even a last [...]
The client/advertising agency relationship is one that at its best can be extraordinarily rewarding (for both parties, as well as the audiences they serve). But like any relationship, it takes a mutual commitment and ongoing work. And, especially [...]
In the healthcare industry, much attention is paid to product brands. It’s logical. The product brand is responsible for driving sales. It’s where you need to establish brand loyalty. But what about your corporate brand? [...]
Today, more than ever before, patients are informed and driven consumers. Their involvement with their health has never been greater and so are their expectations. Sure, the most fundamental aspect of a pharma brand is providing a safe [...]