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Tagged: verbal identity

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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C is for Changes

April 14, 2012 — Eliza S.

This has been a month full of exciting changes for Google. First there was the announcement of a new parent company, Alphabet. Then there was the spinoff of Google X into a standalone life sciences company. And yesterday, users were greeted with a fresh and playful new evolution of the Google logo.

So what do all these changes mean for the future of the brand? I think Alphabet will spell out a new era in taking much bigger risks.

Creating a new corporate entity is often a protective move to shield a brand from potential harm. The advent of Alphabet creates a separate place for the business to invest in the innovations that may seem too risky and perhaps too strange for a well-established and highly valued brand like Google to endeavor. Innovation is uncomfortable at first—it often looks scary or even silly until it becomes the new normal. For example, would a strange-at-first idea like Google Glass have earned greater permission if it had incubated in a start-up rather than Google, a brand that carries a defined set of expectations? Perhaps.

These changes should signal to investors that the brand is going to stretch significantly. In their announcement about […]

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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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