Health and Wellness Branding Digest, April 14, 2016


Johnson & Johnson Has a Baby Powder Problem
(Bloomberg, 31.03.16)

More than 1,000 women are suing the company for covering up a cancer risk.


CVS Health’s Marketing Chief on Turning the Pharmacy Brand into a Healthcare Player
(Adweek, 28.03.16)

When CVS Health announced two years ago it will no longer sell or stock tobacco-related products, it was a game-changing move for the Woonsocket, R.I.-based brand, one that even received accolades from first lady Michelle Obama. But, according to Norman de Greve, CVS’ svp and CMO, the step was part of a larger strategy that had been in the works for the last decade to shift the brand from being the proverbial “drugstore on the corner” to a “multifaceted healthcare company.”


Many Parents Skeptical of Online Doctor Ratings, Poll Finds
(HealthDay, 22.03.16)

About one-third of parents turn to online ratings in their search for a doctor, but most parents say they aren’t sure they can trust Web-based reviews, new U.S. research shows.


Reel Marketing: Choose Your Own Adventure
(Medical Marketing & Media, 28.10.15)

To date, pharma marketers have viewed interactive video as more or less a curio—a tactic best assigned to next year’s to-do list. But in doing so, they’re missing a huge opportunity to connect in ways that more linear forms of advertising can’t match. By way of IKEA and Coldplay, Mitch Apley explains.


“Wellness is not a ‘medical fix’ but a way of living—a lifestyle sensitive and responsive to all the dimensions of body, mind and spirit, an approach to life.” —Greg Anderson


Consumer/Lifestyle Branding Digest, April 6, 2016


Girl-Powered: Elizabeth Banks’ Comedy Site Is Open for Business and Brands
(Ad Age, 04.04.16 )

Star’s female-driven content platform WhoHaha.com debuts as women’s issues reach critical point in marketing, advertising, entertainment and tech.


Kellogg’s Pushes Cereal for Breakfast in Masterbrand Campaign
(AdNews, 24.03.16 )

Kellogg has launched a new digitally led masterbrand campaign, as it looks to push consumers to re-evaluate cereal for breakfast.


No Place to Hide: Three Ways Brands Can Face Fearful Consumers and Embrace Radical Transparency
(Forbes, 08.03.16 )

In today’s world, citizens are plagued by the all-too-constant soundtrack of terrorism worries, mass shootings, and race and gender relations. This “age of the fearful consumer” has created a paradox, according to a new U.S. study (fielded by my parent company, Havas Worldwide): While people are looking to businesses to help solve society’s problems, they’re also fretting over the fact that corporations have more power than some countries.


Top Sensory Marketing Trends for 2016
(Marketing Week, 18.01.16)

Marketers will need to think beyond just visual and audio advertising to get the attention of consumers, according to experts.


“Your brand is a combination of a customer’s experiences with your business at every touchpoint.” —Elaine Fogel


Consumer/Lifestyle Branding Digest, February 10, 2016


3 Things Content Marketers Should Learn
(Adweek, 08.02.16)

If football players and marketers have one thing in common, it’s that their biggest day of the year comes in February: the Super Bowl. And while the outcome of the game didn’t ultimately matter for the brands that advertised there (sorry, Panthers), as a content marketing opportunity—a chance for brands to communicate a clear, crisp message to a massive audience—the stakes for the Super Bowl couldn’t have been higher.


‘Year of the Monkey’ Marketing Flops: How Luxury Brands Got It Wrong
(Forbes, 06.02.16)

Surely a collection of primate-themed goodies–in red and gold, of course–would drive Chinese consumers wild in the run-up to the Lunar New Year, right? Maybe not.


Star Wars Success Helps Disney Overtake Lego as the World’s Most Powerful Brand
(Marketing Week, 01.02.16)

According to the latest Brand Finance 500 report, Disney has a value of $31.7bn and a ‘brand strength’ score of 94.8. The latter ‘brand strength’ score is calculated by focusing on marketing investment, brand equity (the goodwill accumulated with customers, staff and other stakeholders) and the subsequent impact on business performance.


Content Marketing 101: What Kind of Content Actually Gets Links (and What Kind Should You Avoid)?
(Search Engine Journal, 12.12.15)

The truth is that while publishing content is important, it is absolutely essential to understand how to publish the right kind of content.


“Content is the atomic particle of all digital marketing.” —Rebecca Lieb


Corporate Branding Digest, February 1, 2016


What Marissa Mayer Can Learn from Mary Barra About Crisis Management
(Fortune, 14.01.16)

Women leaders score higher on their abilities to inspire action and change direction, according to McKinsey. Companies lead by women score higher on important organization priorities like motivation, accountability, coordination, control, work environment, and values. During times of uncertainty, these soft leadership skills are vital for turning a business around. Further, a significant leadership change can demonstrate a change in direction, and that itself can reassure analysts and investors and inspire employees.


Embrace Mobile Recruiting and Attract More Candidates
(Business2Community, 01.01.16)

As technology continues to improve, people are increasingly seeking to take it on the go. And why wouldn’t they? Smart phones and other mobile devices have become so handy that many people don’t leave home without them. The evidence is clear that Americans love their mobile devices. In 2016, American smart phone users will reach 198.5 million. From these smart phones, they shop, communicate, watch videos, and search for jobs. If your business has yet to embrace mobile recruiting, you could be behind the curve.


How SMEs Can Build Their Brand by Being Good Employers
(EJInsight, 04.01.16)

Brand-building is essential for companies that wish to charge a premium for their products. However, spending lavishly on advertising is typically not an option for many small and medium-sized enterprises. So how do those firms get around that problem?


9 Tips from Unilever on Building Your Employer Brand
(Human Resources Online, 07.03.15)

“You can’t get married unless somebody wants to marry you. So is the case for your company – why would anyone be attracted to work for your company? How do you differentiate your proposition to attract them?”


“Satisfied employees mean satisfied customers, which leads to profitability.” —Anne Mulcahy


Corporate Branding Digest, January 25, 2016


More Marketers Tasked with Improving Corporate Culture
(Ad Age, 13.01.16)

As chief marketing officer of the NFL, Dawn Hudson’s primary job is to sell the league to fans via ad campaigns and other marketing. But as the NFL faced an image crisis last year in the wake of player domestic violence controversies, Commissioner Roger Goodell tasked Ms. Hudson with an extra job: Help define the league’s internal values.


Successful Corporate Branding with This Brand Strategy Guide
(Business2Community, 20.01.16)

For a new brand in the market, it is essential to learn how to build brand awareness for your product. For people to buy your products, they must know it exist and how it works. Several ways exist to help people recognize and know your brand. Advertising takes many shapes and is available over many platforms. For example, you can advertise in stores, on signs, at events and online. Getting great web designers to design your website is the first thing you should get. Take the time to ask and answer these questions to yourself in order to get the most out of your brand, stick with the same image, colors, and fonts over all platforms. Here are seven ways on how to build brand awareness.


HR Must Learn from Marketing How to Embrace Change
(Branding in Asia, 04.01.16)

HR can learn a lot from marketing’s tactics, and the two functions can’t afford to work in silos any longer.


Manage Risk Before It Manages You
(PRWeek, 06.11.15)

The past decade has provided numerous examples of reputation harm impairing the long-term value of companies, but where in the past the investment community may have viewed reputation damage as a temporary issue, increasingly analysts and investors are looking at how companies manage their reputation when determining how they will value its stock.


“Human resources isn’t a thing we do. It’s the thing that runs our business.” —Steve Wynn


Health and Wellness Branding Digest, January 21, 2016


Mobile Technology’s Impact on Healthcare Marketing
(MediaPost Communications, 15.01.16)

As the population becomes increasingly tech-savvy, more people are taking their health into their own hands, literally, as handheld mobile devices become major tools in seeking healthcare information and even diagnosis. Mobile technology gives physicians the ability to manage patient healthcare more efficiently, and the opportunity to take advantage of peer networks to share resources, counsel, and best practices.


Big Data’s Role in Healthcare Marketing
(iMedia Connection, 05.01.16)

With the transition towards value-based care and payment models, the healthcare industry is experiencing a rapid transformation. To navigate these changes, healthcare leaders need to be able to understand their patient and physician markets as well as corresponding market dynamics to make informed strategic decisions. Today, healthcare marketers are asking how to determine the best targets for a healthcare marketing campaign? Which campaigns have brought positive Return on Investment (ROI)? What metrics are used to define success? These are all questions that can be addressed based on robust data and advanced analytics.


5 New Marketing Trends Brought to Us via Wearables
(Content Standard, 30.12.15)

This is both a fantastic and challenging time to be a brand marketer. Thanks to rapid developments in technology, there are more opportunities than ever to engage and delight customers. Successful branding is no longer about who has the biggest advertising budget; now it’s about who has the most creative ideas. And that’s exciting territory for marketing teams.


From One CMO to Another: What Chief Medical Officers Can Learn from Chief Marketing Officers
(Medical Marketing & Media, 10.09.15)

I had an eye-opening experience recently while working with colleagues on a project for a well-respected Fortune 500 company. Our firm was engaged to create a space—physical and cultural—for innovation.


“Investing in health will produce enormous benefits.” —Gro Harlem Brundtland


Consumer/Lifestyle Branding Digest, January 20, 2016


Equinox Fitness Launches Lifestyle Brand
(MediaPost, 20.01.16)

Equinox, the upscale fitness brand, is launching an online magazine. “Furthermore” debuts Jan. 20 and focuses on reframing and redirecting the fitness and luxury style content category. The publication will include advertising and is geared toward the upscale, fitness-focused demographic in a high-end wellness environment.


Disruption Comes to Lifestyle Hotels in the Form of On-Demand Meeting Spaces
(Skift, 20.01.16)

Smart hotels are rethinking the most profitable ways to make the most of their spaces, and it is no longer just about heads in beds. Mobile apps and on-demand services are just one piece of this pie, but they are an important piece.


Mobile App Marketing: What to Expect in 2016
(Business2Community, 17.01.16)

Before you take the first sip from your morning coffee cup, chances are that you have already opened 2-3 mobile applications. And who knows, you could be having coffee while reading news on an app or may be this article. In one of our previous articles on shopping micro-moments, we discussed how mobile has taken up the room where all doors open into. It is at the center of all our daily activities.


Shopping Micro-Moments Statistics—Nurturing Your Mobile Customers the Right Way
(Targeting Mantra, 15.12.15)

How would you describe your relationship with your mobile? What role does it play in your life? People posed with this question gave out varied replies like “it is attached to my hip”, “an affordable butler”, “literally my lifeline”. Smartphones, these days, are like little genies!


“I am rarely sure of anything in marketing, but on this one I am absolutely convinced. The only way to prosper … and negotiate the massive changes that the digital era has ushered in … is, paradoxically, to approach your 2016 marketing strategy with absolutely no reference to the D word at all.” —Mark Ritson


Health and Wellness Branding Digest, January 7, 2016


Disruption Complete: Is an End to the Marketing Content Industrial Complex Looming?
(Content Standard, 07.01.16)

Healthcare generally lags behind other industries when it comes to technological advancements in areas not related to the delivery of medical care. The Cleveland Clinic has done a great job of embracing content marketing in healthcare by diversifying its efforts.


E-Cigarette Ads Target Millions of Kids, CDC Says
(NBC News, 05.01.16)

E-cigarette makers are pouring tens of millions of dollars into advertising their wares — and teenagers are getting the message loud and clear, federal health officials reported Tuesday.


Is the FDA Really Slowing Down New Drug Innovation?
(Vox, 16.12.15)

On Monday, I wrote about a new bill introduced by Sens. Ted Cruz (R-TX) and Mike Lee (R-UT) to overhaul the Food and Drug Administration. Among other things, the bill would try to speed up FDA approvals in order to boost innovation and address the current dearth of new drugs in the pipeline.


Brand Development Strategies: Golden Oldies
(Medical Marketing & Media, 26.08.15)

The rise of digital promotion and the need to wring every last drop of ROI from successful products have created a new niche: one with shoestring budgets, little to no sales-force support and competitors ready to pounce. Frank Celia explores late-lifecycle marketing and the companies and brands that manage to flourish there.


“The early pioneers of both wellness and network marketing were motivated by the sense that it was possible to create a better life than the conventional routes offered— better personal health and better economic health, respectively. Now the ‘alternatives’ of yesterday have become the economic powerhouses of today and tomorrow.” —Paul Zane Pilzer


Personal Branding Digest, December 4, 2015


The Five Deadliest Personal Branding Sins
(Forbes, 27.11.15)

Branding Sin Number One: No Brand at All. The worst personal brand you can have is none at all. If your LinkedIn profile is bland and boring, no one will read it. If you neglect to upload a profile photo to your LinkedIn profile page, no one will stay on your page for more than two seconds.


Brand for Your Clients, Not Yourself
(Business Quarter, 20.11.15)

One of the most important lessons you can learn about branding is that it’s not really about your own brand; it’s not even about your products or your services, and it’s certainly never about you. It’s all about your buyer. Potential buyers care only about what your brand can do for them, how it can solve their problem or make their life easier, better, happier.


Are You a Good Leader Brand?
(Business Today, 17.11.15)

Advertising and executive coaching share more common ground than one would think. Both these disciplines are about behavioural change at the core, though the end benefit of that change could accrue to different parties.


New Ways to Control and Promote Your Personal Brand on Facebook
(Business2Community, 06.10.15)

Changes to the platform have made it easier to control and promote your personal brand on Facebook. How? By giving you more control over what you highlight and what information you share across the network. Here are some changes that can have a big impact on how you present yourself.


“Pride makes us artificial, and humility makes us real.” —Thomas Merton


Consumer/Lifestyle Branding Digest, November 25, 2015


Is 2015 the Best Year yet for Hispanic Digital Marketing?
(MediaPost, 12.11.15)

With the holidays around the corner and 2015 coming to a close, I took some time to reflect back on what’s happened in Hispanic digital marketing. I must say, it was quite a year.


You Stink! The Real Power of Online Reviews
(Business2Community, 09.11.15)

We care what people think. We care about the opinions of our fellow consumers, about their past experiences with the appliances that could possibly fill our homes, the apparel that could clothe our bodies, the products our children might play with, the food that may fill our stomachs and the services we could experience. The fact that we trust the opinions and experiences of our fellow consumers points to the power of the online review. Online reviews provide us with the vital information we need to make an educated purchasing decision.


What Advertisers Are Getting Wrong About Programmatic
(Adweek, 06.10.15)

TubeMogul’s Phil Cowlishaw talks automation.


Where Online Communities Are Failing
(Marketing Week, 10.06.15)

Brands in fast-moving industries are experiencing a shortfall between what they want to achieve through co-creation and the research industry’s ability to keep pace with those needs, according to Samsung’s European insight director Richard Bates.


“Clarity on how to think without clarity on how to act can leave people unmoved.” —Daniel Pink


Health and Wellness Branding Digest, November 12, 2015


Pharma Marketers: Don’t Ignore Men
(Medical Marketing & Media, 05.11.15)

As direct-to-consumer pharmaceutical advertising spend continues to increase (to $4.5 billion in 2014, according to MM&M), the billion-dollar question remains: Are pharmaceutical marketers effectively engaging the right audience?


The Growing Connected Health and Smart Home Industries
(iHealthBeat, 27.10.15)

The smart home is an emerging, high-growth market attracting many players, both old and new. With aggressive marketing and word-of-mouth campaigns, smart home products and services are gaining awareness and adoption among consumers. Many purchase one smart device at a time to solve an individual problem, while others purchase through a service provider that offers a bundle of products and services. Currently, about 10% of U.S. broadband households now have some smart home product, service or both.


This Is Your Office, if Ex-Goldman Twins Have Their Way
(Bloomberg Business, 23.10.15)

Last October a New York startup called Delos, run by twin brothers who were once partners at Goldman Sachs, published what may be the most marketable proposition in real estate short of a front lawn overlooking the Fountain of Youth.


With Its Eye on Consumers, Health Care Attempts a Shift from Volume to Value
(Ad Exchanger, 20.10.15)

I used to hear that health care was behind other industries when it comes to digital technology adoption and delivering immersive consumer experiences. It may be behind CPG, retail, finance and travel, but it is by no means slower. The industry is evolving quickly, largely because it is finally putting the consumer at the center of its ecosystem, as opposed to the health system, provider, channel or technology. The moment the consumer becomes the center of an industry ecosystem, the opportunities and the challenges become fairly consistent and industry agnostic.


“We should not look back unless it is to derive useful lessons from past errors, and for the purpose of profiting by dearly bought experience.” —George Washington


Corporate/Lifestyle Branding Digest, November 4, 2015


Measuring Emotion in Native Advertising
(Forbes, 08.10.15)

The last few years have seen an explosion of innovation in advertising formats. From real-world goods that reward you for accomplishments in mobile apps to far deeper engagement with original content, marketers and their startup technology partners have been looking for ways to spread brand messages that people don’t simply filter out.


How Morgan Spurlock Started a Branded Content Revolution
(Adweek, 02.10.15)

You wouldn’t think the man behind the documentary Supersize Me, which vanquished the fast food industry, or that that same man, whose follow up film documented the ubiquity of product placement in popular media—then paid for the film with product placement—would end up making content for brands.


Travel Agent as Therapist: The Rise of the Travel Shrink
(Travel Market Report, 21.09.15)

It’s a label with which travel advisor Hope Yonge was christened a decade ago, and one she still wears proudly. She’s even incorporated it into her email address.


Why CMOs Are Shifting Their Focus from Customer Acquisition to Retention
(Marketing Week, 28.08.15)

Sales and customer service teams are changing. Rather than having people sit in cubicles for eight hours a day making calls, companies are now taking advantage of the latest cloud-computing technology to create virtual teams whose members are distributed across the globe, speaking with prospective and current clients in their individual locations.


“If you’re not a risk taker, you should get the hell out of business.” —Ray Kroc


Corporate Branding Digest, November 2, 2015


Employer Branding: Why It’s Time Marketing, Execs and HR Worked Together
(VentureBeat, 01.11.15)

When working at Virgin circa 1993 I recall the managing director of Virgin Games, Tim Chaney, claiming that the Virgin brand was one of the most recognized brands in the U.K. At the time, Richard Branson was building his empire on service/product promise, savvy advertising and word of mouth—well before PCs on desks with Microsoft Word and Google was commonplace. The realization of that time: the Virgin employer brand naturally inspired acquisition of talent, retention and loyalty of employees, and communicated a clear vision to optimize performance and engagement.


Even the Smallest Business Can Sink Its Teeth into These 10 Branding Lessons from Apple
(Business2Community, 28.10.15)

It’s difficult to imagine a more inspirational branding success story than Apple. Founded by two college dropout buddies who borrowed the money to build their first computers based on good faith and a promise, Apple is now America’s first $700 billion company. Moreover, it is one of the most recognized, respected and iconic brands in the world.


Chinese Companies’ Global Public Relations Imperative
(Forbes, 26.10.15)

“For many Chinese companies, ‘branding’ means designing a new logo, ‘marketing’ is the equivalent of purchasing ads on China Central Television (CCTV), and ‘P.R.’ stands not for ‘public relations’ but rather ‘pay the reporter.” David Wolf, a China PR veteran, shared this joke with me a few years ago. While it is certainly a generalization, Wolf’s words should not be taken lightly. He literally wrote the book on public relations in China and has spent the better part of two decades in the Middle Kingdom advising Western and Chinese executives on public relations and crisis management. His words hit on the critical reality that Chinese companies tend to focus on business activities linked to short-term performance, such as sales, rather than less “tangible” ones that are essential to long-term success, such as marketing, advertising and public relations.


3 Ways to Create the Company Culture You Want
(Entrepreneur, 06.10.15)

Successful businesses have learned to look beyond skills to whether prospective employees mesh with their company culture from the start.


“If you don’t have a competitive advantage, don’t compete.” —Jack Welch