The healthcare industry has been under fire for rising costs. It’s currently outpacing national GDP growth and will make up one-fifth of our nation's total spending in the next few years. Amidst this, healthcare providers are spending millions on … rebrands?
Each year, the Super Bowl draws more than 100 million viewers, making it not only the most watched sporting event in the U.S., but also the most watched broadcast on television, beating out beloved shows like This is Us and events, such as the Academy Awards. The unparalleled viewership numbers make it also one of the largest advertising stages for brands to “perform” on. But this year, one notable brand will be noticeably absent from the game.
The Most Important Thing on the Internet recently was Gillette’s new publicity campaign focused on the behavior of men. The conversation starts with the web video Gillette posted, which is either a long ad or a short film, depending on your sensibilities about such things.
Even if you’re past the age where you dress up and stalk around your neighborhood once a year to demand candy, you’re probably going to eat at least a couple handfuls of candy during the month of October. Which got us thinking, what is the best Halloween candy brand. We couldn’t come to a consensus – you could say it was a sticky situation –and so we thought we’d share our various perspectives.
The old adage “one plus one equals three,” has proven itself to be remarkably applicable in branding.
When two brands come together, not as a merger but as a joint partnership, it’s called co-branding. The brands join forces and pool their resources in order to increase brand awareness or reach higher customer value and retention. All it takes is one common factor, either a shared audience or goal, to generate a bigger presence with half the effort spent. Many marketing collaborations are developed between brands occupying similar markets.
In other cases, seemingly unrelated brands can fuse together to create something powerful. Great things can happen when brands look outside of their own locale and align themselves with unlikely but compatible partners that share similar brand promises. A cross-pollination between two radically different brands could be achieved by:
As a creative marketing and communications agency, asking questions is central to who we are and what we do. Practically speaking, questions help us understand our clients and their needs. But, questions play a deeper role than formulating a to do list.
Perhaps the power of questions is best on display through our process of rebranding a business.
At Hencove, a rebrand is an intensely thoughtful process. We believe that in order to create a new look, feel, and story that is authentic to a business, we must first deeply understand who our client is, who they aspire to be, and how they hope to differentiate themselves in their industry.
“We don’t do PowerPoint (or any other slide-oriented) presentations at Amazon,” said Bezos. In fact, Amazon traded presentations for employee written memos long ago. The reason? Bezos believes that not only is it harder to write a six-page memo versus a 20-page presentation, he thinks memos do a better job of delineating what’s important.
While we wouldn’t necessarily suggest ditching PowerPoint entirely, we do encourage Amazon’s way of thinking. By challenging conventions and finding new ways to work and think, we can open our minds to new possibilities, opportunities, and solutions. So, the next time you’re feeling stuck with your presentation, consider the following ideas…
Congratulations; it’s a brand! The birth of brands, much like babies, brings excitement, new challenges, and constant responsibility.
That’s why we call ourselves brand caretakers. And, we’re here to suggest a few ways to take better care of yours. Much like one’s own children, your brand is both a part of you and a reflection of you. Make sure you care for it every step of the way.