Branding: The Year of Taking it Personally

Branding: The Year of Taking it Personally

On a recent flight to a holiday destination, I was fortunate to be on a newer plane with many of the latest enhancements to passenger comfort and entertainment.  For example, I had my own personal communications screen that provided my choice of movies, network shows, new streaming programs (Netflix) and a host of other possible viewing selections.  While having a screen in the head rest was nothing new, having that many personal choices was something that I hadn’t seen before.  And if that wasn’t enough, I could get Wi-Fi and choose from my personal inventory of entertainment and data options. As I stretched my legs and walked through the cabin, I noticed how many different channels were being watched.  In fact, I didn’t see any two people on the same program.  This made me think of how times and the way we communicate with people have changed and how personal it has become. Staying on board the airplane theme, recall how airlines used to entertain us.  Screens dropped down from the center and everybody watched the same film.  You laughed together, cried together, and everybody was plugged into the same message.  Then airlines offered a choice of three or four movies and eventually things evolved to where they are today.  The parallel to the communications business is eerily similar — from when networks offered three or four choices to how that has quickly transitioned to cable, digital and streaming broadcasts offering hundreds of choices. As marketing and branding professionals, trying to reach targeted consumers has become hit and miss. Fortunately, technology has kept pace and created many new options for consumers...
5 Ways to Add Value to Your Healthcare Brand

5 Ways to Add Value to Your Healthcare Brand

Value is something we hear about all the time in healthcare – whether it’s shifting from volume to value for health systems or delivering more value to the members of healthcare associations. Your audiences expect value from your brand if they are going to attach themselves to it. When we conduct primary consumer research, we hear this sentiment loud and clear: it’s not just overall brand value it’s “what’s in it for me? If your brand messaging can answer and communicate that to your audience, you are a value-added healthcare brand. So, what are the traits of a value-added brand? Let’s first look at an example from outside of healthcare – let’s take Google. Google delivers products that are intuitive, easy to use, solve a problem (some may not have realized they had), are widely accessible and just work – that’s a value-added brand that people turn to and trust.  The lesson here is that a great brand has to understand its consumers better than they know themselves and deliver value before they even know they need it! So, the goals for establishing a value-added brand are to: Constantly monitor the wants and needs of its audiences along with their passions and desires Resonate with its audiences with a combination of insight, innovation and operational excellence to meet these needs Actively seek new and better ways to serve their audiences and evolves its services You can add value to your brand by understanding the following: Like using a Google map, you need to know where you are and where you’re going – understand current brand perceptions and create action...
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