Health and Wellness Branding Digest, November 19, 2015


Health Care Marketing Moves from Multichannel to Omnichannel
(Ad Exchanger, 12.11.15)

It’s staggering to see the pace at which digital technology is changing the traditional and highly regulated world of health care.


Consumer Adoption of Digital Health Technology Low, Report Says
(iHealthBeat, 20.10.15)

Consumer adoption of digital health technology is relatively low, according to a Rock Health report released Monday, Healthcare IT New reports.


Oprah Winfrey Takes Stake in Weight Watchers as Company Refocuses on Wellness
(Los Angeles Times, 19.10.15)

Oprah Winfrey’s endorsement was once enough to boost books to bestseller lists and send sales soaring of products dubbed her “favorite things.” Now Weight Watchers International Inc. is counting on that influence to propel its waning weight-loss brand past the competition of free diet and fitness mobile apps.


Drugs that Turn Cancer into a Chronic Disease Need New Marketing Strategies: Report
(Medical Marketing & Media, 05.08.15)

The approvals of new medications for some blood cancers have been associated with improved survival rates yet pharma may not fully appreciate the marketing implications of these transformative therapies, according to a report.


“Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” —Peter Drucker


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


Health and Wellness Branding Digest, November 5, 2015


Patient Portals and Missed Opportunities
(MediaPost, 28.09.15)

As value-based care becomes common practice, healthcare organizations are working to increase patient engagement—but are current engagement strategies getting the job done when it comes to improving outcomes long term?


Health-Care Marketing Diagnosis: Endless Opportunities
(CMO.com, 16.09.15)

The health-care IT market is estimated to reach $61 billion by 2020, as more providers leverage technology to offer remote and mobile services and embrace electronic record-keeping and patient communications.


How Is Healthcare Marketing Changing in the Digital World?
(Econsultancy, 20.08.14)

In an industry where the product takes centre stage, how can a company create a meaningful corporate brand that adds value? And beyond the product, what go-to-market innovations can be found in a realm where data security is paramount?


How 3 Hospitals Use Periscope for Patient Engagement
(Ragan.com, 08.07.15)

Several hospitals are blazing trails with Twitter’s live-streaming platform. Let’s look at how three providers are delivering health and wellness to patients via real-time video.


“What’s important at the grocery store is just as important in engines or medical systems. If the customer isn’t satisfied, if the stuff is getting stale, if the shelf isn’t right or if the offerings aren’t right, it’s the same thing.” —Jack Welch


Consumer/Lifestyle Branding Digest, October 28, 2015


5 Things You Need to Know About New Heartland Pro-Millennials
(Forbes, 07.10.15)

Millennials are top of mind for most brands, but few have mastered how to convert them into loyal customers. One big faux pas we see brands make frequently is lumping them into one big group. In reality, Millennials are extremely diverse in their life stages, habits, and values. Where they live also has big impact on their brand loyalty.


A Playful, Interactive Approach to Book Marketing in the Digital Age
(Fast Company, 30.09.15)

Old-school book publishers can be reticent to weave new technologies into their long-established practices, but a team of designers at Penguin UK is working to change that. Last year, designers Mathieu Triay and Matthew Young designed an interactive “wheel of book discovery” for the esteemed publishing house’s 80th birthday. Now they’ve designed an equally appealing site for Carlo Rovelli’s bestselling book, Seven Brief Lessons on Physics.


The Marketing Puzzle Is Unsolvable, but Here’s Why That Doesn’t Matter
(Adweek, 21.09.15)

It has taken a long time—maybe the entire history of advertising—but today’s iconic brands are finally discovering how to balance the art of marketing with the science of data to connect with more customers. In most cases, the secret is using technology that can deliver and simplify the science in ways that nurture creative innovation.


What Could Facebook’s Personal Assistant ‘M’ Mean for Marketers?
(Marketing Week, 27.08.15)

From delivering flowers to booking travel, Facebook is taking on Apple’s Siri by introducing its very own personal assistant feature on Facebook Messenger. But how could brands benefit?


“I think people love having a person behind a brand who lives it. The idea of storytelling is really important.” —Aerin Lauder


Consumer/Lifestyle Branding Digest, September 16, 2015


Burberry to Launch First Brand Channel on Apple Music
(Mobile Marketing, 15.09.15)

British fashion label Burberry will be the first brand to have a dedicated channel on Apple Music, following a deal between the iconic luxury designer and the tech giant.


How Is Digital Changing the Real Estate Game?
(Marketing, 07.09.15)

Digital has played a pivotal role in shortening the time cycle of property purchase process by making the much-needed market intelligence available to those who need it the most.


The Secret Ingredients to a Successful Branding Strategy
(Entrepreneur, 10.08.15)

When it comes to branding, there’s no easy recipe for success. Branding is an imperfect science that boils down to constant change—based on where you are, where you want to be and, most importantly, what the market is doing.


Brands’ Inane ‘Visions’ Have Lost Touch with What Consumers Really Use Them for
(Marketing Week, 20.05.15)

Brand purpose, content marketing and the belief that millennials are looking for ‘more than just a brand’ are leading to brand managers creating brand visions that have nothing to do with their actual product or consumer.


“A brand is a metaphorical story that connects with something very deep—a fundamental appreciation of mythology.” —Scott Bedbury


Lifestyle/Consumer Branding Digest, August 19, 2015


What Does an Emotional Connection with Your Customers Look Like?
(Business2Community, 04.08.15)

The web today allows brands to make more personal and emotional connections with their customer base. Such connections will look different depending on who your audience is, what your offerings are, the channels your customers pay attention to, and many other factors.


Natural May Be Bad for Your Marketing Health
(Campaign, 30.07.15)

What happens when a long-standing marketing paradigm is undermined? Something so well-established, we apply it without thinking; so incontrovertibly true, no-one questions it. When it’s pointed out that naturally healthy dried fruit snacks are worse for you than a packet of Haribo (a client of ours), and that a Big Mac is healthier than a handmade Pret baguette, we may be about to find out.


Time to Cut Through the Digital-Marketing Tools Noise
(CMO.com, 03.06.15)

With today’s rapid pace of innovation in digital marketing, marketing pros face a daily barrage of sales pitches for new tech tools. All the options make it difficult to cut through the noise and assess what your company truly needs.


Telefonica’s Jonathan Earle: Brands Are Missing Out on Sales by Making It Hard Work for Customers
(Marketing Week, 18.05.15)

As consumers we are balancing so much in our lives. Work, home, family, sports, social, the quantified self. We are cramming more and more into our day. People are more and more restless trying to multitask as much as possible—keeping up with the Joneses has never been so hard and relentless.


“Branding demands commitment—commitment to continual reinvention, striking chords with people to stir their emotions and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.” —Richard Branson


Health and Wellness Branding Digest, July 23, 2015


Allergan Launches Online Push to Crack Millennial Women’s Health Market
(The Guardian, 22.07.15)

Could a hashtag and celebrities be the way into a young woman’s medicine cabinet? Allergan sure hopes so, as on Tuesday morning the company launched a new online campaign, #ActuallySheCan, targeting millennial women.


Marketing Narrow Network Health Insurance Plans
(FierceHealthPayer, 24.06.15)

Since narrow networks are so prevalent among plans sold on health insurance exchanges, insurers should consider changing how they market these plans so that consumers better understand exactly what’s covered, according to a new report from the Robert Wood Johnson Foundation.


A Patient Journey Isn’t the Solution to Pharma Marketing—It’s the Beginning
(Medical Marketing & Media, 04.06.15)

In 1898, Elias St. Elmo Lewis developed a sales framework known as the AIDA model. The revolutionary tool was the first visualization of the multistaged consumer pathway to a brand, from awareness to consideration to purchase. Since then, nearly a century has passed and the “consumer funnel” remains a go-to framework for marketers. In the world of pharma marketing, we use a similar model. We call it the patient journey.


Pharma and Digital Innovation: A Missed Opportunity
(MediaPost, 15.05.15)

The Wall Street Journal suggests that entrepreneurs and innovators are not paying enough attention to the growing and pressing needs of pharmaceutical companies in the digital health arena. But is this really the case?


“Strategy and execution have to be joined by a very strong psychological conversion of beliefs, from the old patterns to the new.” —Andy Bodea


Consumer/Lifestyle Branding Digest, July 15, 2015


Back-to-School Choices Driven by Localization
(FierceRetail, 01.07.15)

When it comes to advertisements for back-to-school products, parents and students seem to respond most favorably to those that focus on localization and personalization, according to a new survey from Eyeview.


In a Digital World, It’s Easier than Ever to Disappoint
(CMO.com, 10.06.15)

There was a time when the expression “caveat emptor” (buyer beware) probably had some relevance. The world was once disconnected, and the capacity for customers to voice their concerns or complaints was limited.


How Brands Can Make a Big Noise with a Small Budget
(Marketing Week, 09.04.15)

Whether you have big ambitious but small resources or your marketing budget simply faces another cut, the creative thinking behind successful shoestring principles has something to teach us all.


Understanding the Full Impact of Web Design on SEO, Branding and More
(Forbes, 11.02.15)

Are you under the impression that web design should be an isolated part of your marketing efforts? This is a myth that many companies believe, and it could be setting your business back in more ways than one. Web design, while certainly important from an aesthetic point of view, encompasses much more. From SEO and traffic to branding and conversion rates, your site’s web design affects your entire internet presence.


“Wonder what your customer really wants? Ask. Don’t tell.” —Lisa Stone


Lifestyle Branding Digest, June 16, 2015


Why Cultural Diversity Is a Marketer’s Dream
(CMO.com, 05.06.15)

When you think of Chevrolet, you probably think of mountains, horses, and cowboys—masculine white men who drive off the beaten path. You probably don’t think about diversity.


7 of the Best Strategic Uses of Consumer-Facing Tech in Retail & Hospitality
(Forbes, 18.05.15)

Here are my top picks for pioneers embracing new forms of technology at retail, to differentiate themselves among digitally savvy target audiences. In so doing, they’re better meeting consumer needs such as product customization, or quality and speed of service and payment. Below are 7 standouts and how their experimentation with retail tech is helping them achieve their strategic goals.


Can Digital Innovation Save Humanity?
(MediaPost, 17.04.15)

These days, marketers are doing a lot more than developing advertisements and public relations campaigns. They are actively developing, investing in and helping to shape all kinds of digital innovations, from mobile applications to wearables.


Smart, Savvy and Synced: The Constantly Connected Customer
(Marketing Week, 13.03.15)

As consumers become more and more engaged with the digital sphere, the onus is on brands to create meaningful and personal experiences that cut through the noise to build rapport and shape lasting relationships.


“You just have to pay attention to what people need and what has not been done.” —Russell Simmons


Personal Branding Digest, June 5, 2015


Keeping Your Personal Brand Alive Is a Must for Success in Today’s Marketplace
(Mobile Marketing Watch, 01.06.15)

Personal branding has gotten a lot more buzz in recent times and has become an important tool for everyone who wants to improve their career or business opportunities. I’m a big believer and have been touting the need for personal branding for several years.


How to Crack the Code of Building Your Personal Brand
(Forbes, 12.05.15)

In an era where social media stars and maverick entrepreneurs continue shaping America’s ever-evolving economy—branding is everything.


10 Ways to Maintain a Strong Personal Brand
(Business2Community, 21.04.15)

A personal brand has at least three possible purposes: to find valuable employment, to maintain a sense of control over one’s online reputation, and/or to build influence in one’s field or industry. No matter the reason, there are many ways you can and should maintain your personal brand.


Your Personal Brand Needs a Growth Strategy
(Entrepreneur, 04.02.15)

In recent years we have seen an increasing need for entrepreneurs and professionals to not only have a successful business, but they need to have a successful personal brand as well. We are in the digital age and there is little room to be silent about who we are and the businesses we are involved in. There is a need for self-branding, and it is growing every day.


“You have to stay true to your heritage; that’s what your brand is about.” —Alice Temperley


Corporate Branding Digest, April 27, 2015


Corporate Journalism: A Catalyst for Better Storytelling
(Bloomberg BNA, 24.04.15)

There’s a lot of hubbub around “content marketing” these days. That phrase may be new, but the truth is marketing has always been about content. What’s changed, of course, is the delivery, as the digital era has turned everyone into a publisher.


The Key to Brand Storytelling Isn’t Telling, but Showing
(Content Standard, 16.04.15)

Today’s skeptical consumers don’t trust companies to be objective about their own products. But they can be influenced by a powerful example or a great story.


How to Make Your ‘Employer Brand’ Shine and Attract the Best Tech Talent
(Fast Company, 16.04.15)

How can your company up its employer brand? Here are some key lessons from the top five winners in the technology industry this year.


Let’s Get Social: Craft a Strategy to Create Powerful Brand Advocates
(Entrepreneur, 07.04.15)

It’s with good reason that 93 percent of marketers use social media for business—with more than 1.15 billion registered Facebook users and more than 550 million registered Twitter users (and many, many more users across other networks), it just makes sense to reach people through the medium. However, just because marketers are on social media doesn’t necessarily mean they’re using it correctly.


“Nobody has ever built a brand by imitating somebody else’s advertising.” —David Ogilvy


Cause Branding Digest, March 31, 2015


Cause Marketing in an Integrated and Digital World
(MediaPost, 30.03.15)

Marketing is an industry propelled by change. Staying on top of the next device or newest ad format is likely what keeps most brand marketers up at night. There will always be buzzwords, trends and new “it” platforms that are revealed as quickly as they fade. But chasing every trend is not effective. The best way for marketers to know where to focus is to stay tuned to consumer attitudes. Looking beyond the latest digital advances, consumer demands are shaped by economic and social climates, too. A great example of how this combination can force brands to adapt is cause marketing.


Corporate Social Responsibility Is Millennials’ New Religion
(Crain’s Chicago Business, 25.03.15)

If you want to understand the magnitude of opportunities available to organizations that align with charities, consider this: For millennials—who, at 86 million strong, make up the largest population group the U.S. has ever seen—social responsibility is the new religion.


Rewriting the Corporate Social Responsibility Equation
(Forbes, 04.03.15)

Every company has at least one good opportunity that would yield healthy business and social outcomes, Mission Measurement’s Perry Yeatman recently told a group of business and nonprofit executives. Many of these efforts fail, however, because well-meaning partners make a big mistake: they focus on the cause first, according to Yeatman.


Don’t Let These 3 Myths Stop You From Launching a Cause-Marketing Campaign
(Entrepreneur, 09.09.14)

If the ALS ice bucket challenge proves anything, it’s that people have a strong desire to be part of something that makes a difference.


“If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do.” —Simon Mainwaring


SXSW x Brazil

We just returned from taking teams from more than a dozen Brazilian creative agencies on a road show to introduce them to top American ad agencies and corporations in New York, Chicago and Austin. (Cannes Lions is the final stop, in June.) Hired to support four clients—ABEDESIGN, FilmBrazil, Instituto Alana and Softex—we not only set up meet-and-greets, but we also created four standing-room-only events at SXSW that focused on Brazil’s world-class creativity in advertising, design, film and television production, including “Films as a Strong Tool to Inspire and Provoke Social Change” and “The Borderless Digital World: Where Will Brazil Be?” (In fact, people are still trying to RSVP to one of them, a week later.) There were lots of cheek kisses exchanged after panels packed with our clients’ top choices attended, from Apple, Facebook, Google and Twitter to Leo Burnett, Ogilvy and many in between. It all came out of our huge success with FilmBrazil and Brasil Design’s VIP luncheon at Cannes last year, which got lots of people buzzing about Brazil. Goaaaal!

Corporate Branding Digest, Feb. 3, 2015


The Dress and Customer: Perception Is Reality
(CMO.com, 03.03.15)

In the latest exploding Internet meme, the dress quickly became a metaphor for how people see the same things differently. From politicians to pop stars, everyone had an opinion on whether this dress was white and gold or blue and black. And unless you’ve been on a digital holiday, you likely had an opinion as well, as nearly 30 million people viewed the post as of Friday afternoon.


Are Today’s Marketers Tomorrow’s CEOs?
(Forbes.com, 05.02.15)

Over the past 30 years, there has been tremendous change in the role of marketers within the firm. A “Chief Marketing Officer” title was created, CMOs serve on leadership teams, and many are invited into the boardroom. Recently, we’ve witnessed CMOs stepping into CEO roles. Just last week, the Chief Brand Officer of McDonald’s, Steve Easterbrook, was appointed the new CEO.


The 10 Commandments of Leadership
(Inc., 02.02.15)

Becoming a great leader comes down to remembering and following these 10 simple rules.


When Building an Online Brand, Start with the Foundation
(Entrepreneur, 26.01.14)

One of my goals for 2015 is to focus more on my personal brand both online and off. To me this means clarifying exactly what my mission and vision are, and conveying that to the world in a concise and attractive way.


“Greatness and nearsightedness are incompatible. Meaningful achievement depends on lifting one’s sights and pushing toward the horizon.” —Daniel Pink


Corporate Branding Digest, Feb. 20, 2015


What Defines a Digitally Mature Organization? Ask Millennials
(CMO.com, 19.02.15)

As the Millennial generation—often defined as those born from the early 80s to the early 00s—plays a larger role in defining and working within the digital ecosystem, we wanted to explore this group’s unique perspectives on what makes up a digitally mature organization.


Balancing Engagement and Marketing: Cut Clutter and Start Crowdsourcing
(HubSpot, 06.02.15)

The trend for organizations worldwide is to let customers do the talking, and it works! Customer reviews are trusted 12 times more than a marketing piece from an organization. So they’re bidding farewell to the days of static brochure-ware websites. From Coca-Cola to the American Institute of Architects, organizations realize that a community of educated and passionate members is an incredible source of trusted, user-generated content and opinions.


Why Are Most Brands Calling Their Content Marketing ‘Ineffective’?
(My Customer, 05.02.15)

Whether videos, blogs, infographics or ebooks, content is now being consumed on an unprecedented scale. And in our multichannel, multi-device, always-on world that means content represents an exciting opportunity for brands to make an impression on the customer during the product purchasing process. Little wonder, then, that content marketing has become such big news.


The 3 Best Measures of True Branding Success Are Tough to Quantify
(Entrepreneur, 05.11.14)

In recent years, it has become more and more common for startups and corporations to adopt the lean principles to running their business: start small, experiment constantly, and learn from the market.


“Don’t play games that you don’t understand, even if you see lots of other people making money from them.” —Tony Hsieh


Corporate Branding Digest, Jan. 30, 2015


Marketing in 2015: Make the Customer Experience Count
(The Guardian, 26.01.15)

In the modern, connected world, nearly every company is working towards a digital frontier of meaningful customer experiences across all channels. As we charge into 2015, it’s imperative that marketers realise that the customer journey is an integrated, enduring experience that needs to evolve as the customer interacts with your brand – from in-store, to mobile, online, email, sales and support.


13 Questions You Should Be Asking Your Employees to Create a Culture of Growth
(Forbes, 20.01.15)

Each January, the members of our company get together to discuss the previous year and our objectives for the year ahead. We invite a few friends and advisors from outside the company to add a unique perspective to the discussions and to challenge our thinking. We ask ourselves the fundamental question: “why are we here?” This answer is our purpose, our ideal. And all of our discussions on our strategies and tactics need to come back to this purpose. Are we living up to that purpose? The decisions we make every day need to be aligned with that purpose. How often do you take a step back and challenge your team about why you do what you do?


How to Lead with Authenticity
(Inc., 07.01.15)

Winner leaders are accessible and authentic. That formula for leadership success has not changed in 25 years. Here are some current examples and steps you can take to step up your leadership game.


What Great Brands Know: Commit and Stay Committed (Video)
(Entrepreneur, 12.12.14)

Entrepreneurship is a pressure cooker and the need for sales can make some lose focus, said brand-building expert and author Denise Lee Yohn at Entrepreneur’s Ready to Launch event last September.


“Progress always involves risks. You can’t steal second base and keep your foot on first.” —Robert Quillen