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


Personal Branding Digest, October 9, 2015


Karlie Kloss’s Tips on How to Build a Personal Brand
(Daily Telegraph, 29.09.15)

“Obviously, as a model, being in the pages of Vogue is one of the pinnacles within your career, but it’s not always a reflection of me. But it’s actually me on my YouTube channel — you actually see me, you hear me.”


The One Thing You’re Doing Wrong on LinkedIn
(Entrepreneur, 29.09.15)

When I look at your LinkedIn profile, if I don’t get an instant picture of what you do for a living, I move on. And I’m certainly not alone in that respect.


Six Essentials to Build an Unbeatable Real Estate Brand
(The Huffington Post, 11.08.15)

Successful realtors understand the power of personal branding. Whether you’re a real estate broker, agent, Fortune 500 CEO or boutique agency owner, it’s more important than ever to present a compelling and consistent message that resonates with your target audience. Effectively communicating your personal brand and “why choose me?” is paramount to long-term growth. Here are six indispensable strategies for making that happen.


How to Power Up Your Personal Brand by Being Unique
(Forbes, 06.08.15)

Let me explain an amazing irony. Most people want to be themselves—to express their uniqueness and true identity. We admire people that are bold enough to stand out from the crowd and live with authenticity. But no matter how much we admire, aspire, and yearn for that kind of independence, we have so much trouble achieving it for ourselves.


“In a world where you can be anything, be yourself.” —Etta Turner


The Marketing Genius of Brand the Donald

Gage Skidmore

[Originally posted on the Huffington Post.]

For any serious student of marketing and media seeking a perfect pop culture storm, I give you the man currently dominating the race to be the U.S. Republican Party’s 2016 presidential candidate. Before Donald Trump wisecracked and bad-mouthed his way to global media prominence as the political maverick of the moment, he had already had a decade of celebrity as the host and hard-assed boss of the reality show “The Apprentice.” And before that, he had made megabucks as a real estate developer and dealmaker.

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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 5, 2015


Connecting with America’s Growing Multicultural Consumer Will Require an Authentic Approach
(Forbes, 03.08.15)

“A new type of thinking is essential if mankind is to survive and move toward higher levels.” Albert Einstein said that, but we don’t need to be geniuses to implement new thinking in business. We only need real leadership that’s innovative and courageous enough to evolve and take action now. That’s how we close the growing opportunity gaps within the three pillars of workplace/workforce, external partnerships and the marketplace/consumer. We must see these opportunities everywhere every day and anticipate the unexpected, sow those opportunities and unleash our passionate pursuits, grow those opportunities with a strategic focus and entrepreneurial spirit, and share opportunities with a generous purpose.


Forget Omnichannel: The New Goal Is Omniexperience
(CMO.com, 30.07.15)

Every retail business in the world is on the hunt for solutions to help ease the growing pains caused by digital disruption. Omnichannel strategies that provide a seamless experience for the consumer across multiple platforms–online, mobile, in-store–have been an evolution for a lot of brands, but for some companies it’s not enough.


Can Subway Freshen Up Its Image After Jared?
(NPR, 08.07.15)

For 15 years, Fogle has been known as the “Subway guy.” His story of dramatic weight loss became the centerpiece of Subway’s marketing campaign. Now, the chain has suspended its relationship with Fogle after law enforcement searched his home in connection with a criminal investigation.


Why Don’t More Big Brands Realise the Importance of Personalised Attention?
(Marketing Week, 20.05.15)

Why are most brands unable to convey a feeling of personalised attention? Are big brands just lazy, expecting customers to fall into their laps?


“I did everything in my power to give my brokers brand identity and clout in the market. I saw my job as parent to build them up and if I took care of them, then they would take care of their customer.” —Barbara Corcoran


Lifestyle Branding Digest, March 11, 2015


Real Estate Marketing: The Allure of a Lifestyle Brand
(Gensler on Lifestyle, 10.02.15)

Consumer brands have long been able to attract customers by creating an entire lifestyle around their brand: images, messages and experiences that suggest a common point of view, a shared set of beliefs, membership in a tribe. The same holds true with hospitality brands. Just think of the letter W and not only does an aesthetic spring to mind, but you can also guess what kind of music will be playing in the lobby, what items will be in the mini bar, even how the other guests will be dressed. That’s the power of branding. Brands are about more than just a product or an ad; the logo is really just a shorthand symbol for a whole series of attributes and experiences—physical, verbal, and emotional.


Lifestyle Brands Are Acquiring Their Way to Becoming Tech Companies
(Quartz, 06.02.15)

It’s no fun playing catchup. In the fall Under Armour overtook Adidas for the first time in sportswear sales, but the athletic apparel and gear company is still far behind Nike. Under Armour is now trying to get up to speed in the digital space, accelerated by its recent acquisitions of the fitness and nutrition-tracking tools MyFitnessPal and Endomondo. In 2013, the sportswear maker also acquired MapMyFitness.


Use Lifestyle Content to Revamp Your Company’s Marketing Strategy
(Entrepreneur, 16.01.15)

Disney knows what its customers love and that’s just what it gives them. The entertainment media giant understands that a well-proportioned content strategy is crucial to effective marketing.


Airlines as Lifestyle Brands May Be the Future of Air Travel
(Skift, 07.11.14)

With competition increasing from all corners, airlines have to find a new way to adapt or die. Profiting from a lifestyle association with their passengers and building that brand loyalty could well be the missing link in airline evolution. Survival of the fittest isn’t just a Nike thing.


“Thought, not money, is the real business capital.” —Harvey S. Firestone


Personal Branding Around Communities and Political Beliefs

[Originally posted on Forbes.com.]

I recently got a humorous pitch from a real estate agent in New Hampshire, where, he wrote in his email, “there is a theme-branding wave that is part capricious, part serious business.” At first his proposal made me giggle, but then I saw how it reflects the ways in which personal branding is growing into community branding and vice versa.

People have long considered where they live to be a central part of their identities and personal brands. Being based in New York City sends a different message from being based in Connecticut, and both tell a vastly different story from having chucked it all to live on a ranch in Montana. States are part of our narratives.

The libertarian-leaning “Live Free or Die” state seems particularly suited to this phenomenon. Its population is small, its political persuasion clearly contrarian and its living conditions harsh. The realtor who pitched me, Mark Warden, had figured out how to take “Brand New Hampshire” to an extreme that, in turn, helped him build his own brand as a property broker and political candidate.

His Free State Project, he told me, has inspired more than 1,000 “liberty activists,” in his words, to move to New Hampshire. The project’s motto is “Liberty in Our Lifetime,” and its concept is to concentrate a large number of libertarian-leaning folks in a place where they can reduce the size and scope of government and improve individual freedom.

Here’s where it gets funny: The FSP mascot is the porcupine—“certainly cute and non-aggressive, but you don’t want to step on them!” says the group’s website—which points out how personal branding can require an occasional willingness to sacrifice some dignity in order to create a memorable identity. The project has spawned an array of branded events, including an annual festival that draws nearly 1,000 people from across the country, the Porcupine Freedom Festival (PorcFest for short). It’s held in a private campground, and Warden calls it “Burning Man meets FreedomFest.”

Warden built his real estate business model around this same branding and focuses his marketing on New Hampshire transplants who are drawn to the state for its ideology, telling “liberty-minded activists” that he speaks their language and understands their needs.

He’s not the first to have adopted the state’s politically oriented branding and the FSP’s particular strain of it for his own personal brand: Porc Manor is a website that caters to landlords and renters of libertarian persuasion, and Porc Therapy is a New Hampshire–produced live radio show and podcast that offers “pro-freedom relationship talk” and focuses on “happiness and freedom” and “explores an eclectic mix of topics, all of which fall under the umbrella of ways that we can all free our minds and attain more liberty in our lives.”

Using the mascot to such an extent might be borderline silly, but nonetheless it seems to be working for these porcupreneurs. (Sorry, couldn’t resist.) And it’s yet another clear illustration about how branding is everything and everything is branding these days.

[photo: creativecommons.org/PorcFest]