The need to feed a mythical “content beast” is a distraction from what really matters – your audience, and what they want and need. The Need for Content If you’re marketing a product or service, it’s imperative to create content in order for your brand to be found online. However, many marketers find “feeding the […]
Your website is important for your brand Your brand is an active business asset that requires careful management. Brand value is derived from the culmination of all consumer touch points. This means that in order to maximize brand value, you need to ensure all channels provide a consistent brand experience. This includes your website. Ignoring your […]
A Healthy Brand is more than just a name and a logo. The best brands are living, breathing entities. A brand can become a company’s most valuable business asset. When effectively managed, brands don’t depreciate. Brands can also become a truly unmatched source of differentiation. There are few ways to provide inimitable differentiation today, and a brand is […]
Positioning for Healthcare Consumerism Healthcare companies who understand the rising importance of healthcare consumerism know that product and brand positioning is critical. Pressure to reduce healthcare costs has shifted the focus toward consumers. Patients play a role in managing their health inside and outside of the healthcare setting. Targeting patients and effectively engaging them requires […]
Consumers are online and medical marketers need to follow suit. Most companies understand that they need to have some kind of presence online, but what does a healthy brand look like online? Is it okay to just have a web page? Does your company need to utilize a social media marketing strategy to connect with patients? How does […]
Everybody likes to say that they’re focused on customers, but in reality there are few companies who actually deliver on this promise – are you one of them? The Healthy Brand goes beyond simply satisfying a customer’s need and works to have a healthy relationship. Brand affection must be earned. This isn’t just about the fuzzy, warm […]
Your website is your most critical digital brand touch point and it needs to be maintained. In today’s world, information, trends, preferences, and technology move faster than ever. Does that mean you need to update your website with every trending color or design trend? No, but it does mean that if you wait a couple […]
Brand Health Check We have discussed the importance of growing a Healthy Brand and nourishing it over time. What you choose to feed your brand affects brand health – and how it performs today, tomorrow, and in the future. Combined with brand workouts, your brand diet can help you reach and maintain a healthy profitability, reduce your […]
Brand Promise Must Be Earned If brands are to be human than they cannot expect a single statement or look to define their brand identity. Just as people are defined not by one instance, but by a way of life, brands must live and breathe their values consistently overtime to earn the trust of consumers and deliver […]
Social Media is a great tool for increasing brand awareness, but many companies are not taking full advantage of opportunities to build brand equity because their social channels are not branded and lack consistency. Social media consistency is key to building brand recognition because it means that customers are able to recognize your brand across many platforms, both […]