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Tagged: Strategy

In 2016, Healthcare Is All About Optimism

April 14, 2012 — Eliza S.

Last week in our series of 2016 predictions, we took a look at B2B companies to see how they use verbal strategies to communicate what they do in a more meaningful way. This week, we’re turning our attention to the new communication that’s emerged from the latest and greatest trends in healthcare. 

We’ve seen a new wave of trends emerge that are changing the way we think about healthcare. What’s driving this change? People. As consumers, people are empowered by choice and are used to being heard. We’re now seeing patients engage with the healthcare system with their consumer expectations. While the industry has received a great deal of political attention with policy changes and debate over regulation, what’s remarkable, is that if we move past the political chatter, the healthcare industry’s voice is optimistic.

Evolution MD One company that’s leveraging smarter, more customized care is Sherpaa. Through their app, you can send a message to a physician to see if an emergency room visit is necessary or not. As the name cleverly suggests, this service acts as your guide to “smarter healthcare” and to hoping it’s not as bad as it looks. The company Medicast has shown that empowering […]

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How Do Brands Cross the Gender Divide?

April 14, 2012 — Eliza S.

When Bic for Her hit it shelves, its intended audience did not rejoice. “Finally, a pen that’s designed just for lady-hands!” said absolutely no one. Instead, it was rightly ridiculed.

When a brand tries to cross the gender divide, the number one rule is to make sure there actually is a divide. (And as far as science can tell, there are no differences in how men and women use pens.) After all, in the personal care category brands gender-bend all the time—for instance, Gillette crossing over to deliver razors for women when it was known primarily as a man-brand. There are enough perceived differences in how men and women care for their bodies to warrant these gender-specific products.

So how can a brand swing both ways, and do it well?

Focus on the new benefit Communicate the benefit in a way that’s appealing to whoever you’re targeting. The shapewear brand Spanx touts that its body-hugging under-shorts are soft and slimming when it’s speaking to women. But, its Spanx for Men line talks about making men “stand taller and feel stronger.” The brand is getting directly to the results that the different audiences (allegedly) want: Women want to feel slim and […]

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Date At Your Own Risk: Licensing in Branding

April 14, 2012 — Eliza S.

Becoming a “licensee” allows brands the opportunity to extend into a new category or industry, modernize, stay relevant and build upon their brand value. When choosing the right licensing opportunity and when implemented effectively, it can have tremendous benefits. As of late, we’ve seen this with Minion-mania. It’s been said that Universal will make more off of licensed products than the Minions movie that just came out in July. Sounds tempting, right? But before jumping in, let’s take a step back and evaluate licensing.

The way I see it, licensing is a very personal tool used by brands. I often think of it as a relationship. Two people joining as one and representing what each other stands for. You look to benefit from each other, you meet each other’s friends and as a couple you work together to make each other happy. But unlike a relationship, you have the opportunity to plan for success prior to creating the partnership.

Here are five guidelines for brands to keep in mind when thinking of entering a (licensed) relationship:

What are you looking to get out of this?

Licensing should be used as a strategic business tool. Brands that want to license someone else’s intellectual […]

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Lost in translation

April 14, 2012 — Eliza S.

When we create brand and product names, we think about how they will travel—across different consumers and even across continents. We make sure they translate appropriately in all the languages that exist in targeted markets. But sometimes, even when you manage to tackle obvious linguistic disasters (no need to remind you of the Nova or Mondelez mishaps, right?), the subtlest pitfalls still lie in cultural savvy. Cultural fluency is key to relevant branding.

Let me give you a personal example.

As a non-English native speaker and semiotician, I am constantly learning, observing, searching, studying, and dissecting new words and expressions that not only expand my vocabulary, but also uncover hidden meanings in my adopted culture.

Everybody knows the importance of idioms when learning a new language. Idioms are your way into a culture; colloquialisms are your linguistic passport. I came from France to New York City seven years ago with the level of English you get out of schoolbooks. But as I was working my way up in my new linguistic environment, I knew I finally got street cred the day I heard myself commenting on my colleague’s work: “It’s awesome!” No more “zees eez hinteresting” or “zat eez not […]

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You’ve got mail!

April 14, 2012 — Eliza S.

Who gets excited anymore when they open their mailbox? Do you welcome the mail from your cable company as a delightful surprise? Do you giggle and wiggle at the sight of a letter from the bank? How special does the finger-staining, “current occupant” addressed catalog from Cardboard & Plywood make you feel? And let’s be honest: when was the last time you received—let alone sent—a note just to say “Hi”?

Pixinote, a newly launched printing and mailing service, is changing the rules of correspondence. With your mobile device, you can go to www.pixinote.com (mobile apps are in the works), select a picture from your photo album and jot a note to a friend. Pixinote will then transform all of this into a physical, thoughtful, personalized little note in a cute, crafty looking envelope. It’s as simple and lovely as it gets.

At a time of fast and furious virtual communication, who takes the time to snail mail a note anymore? By putting together the best of two worlds—materialized emotions and dematerialized logistics—Pixinote is reinventing the category by creating a new physical format for the way data is consumed on people’s phones. It gives a body to Facebook status, tweets and […]

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