Tag Archives: Pharma 2.0
Controlling A Brand Story
What is that makes a brand great. Why do we have likes and loyalty to objects and do marketeers really have influence over our minds? We certainly know our minds most of the time. We make choices of one product … Continue reading
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Stories That Create Trust
Stories help us understand the world around us. They have a sticky quality to them when they work and are told well. Somehow we are made to create and retell stories and these sticky stories are often part of culture … Continue reading
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Brand Happiness
Successful brands create states of happiness which may last for seconds or become a permanent for the user. Happiness is a better gauge of brand success than equity measures we often use today. It seems that happiness, at least on … Continue reading
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Storytelling Superbrands B2B Marketing
Storytelling to create Superbrands Here is the article I wrote for Superbrands Swedish Edition 2011. One of the most recent trends in business communications is storytelling. It’s an ancient art that has been suppressed in the modern world in favour … Continue reading
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Shangri-La Hotels Use Storytelling in New Campaign
I recently stayed at the Shangri-La World Hotel in Beijing and while I was sitting in my room looking out at a warm but hazy Beijing day I noticed the TV was showing an advert for the Shangri-La chain. It featured … Continue reading
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Story Quote: Roald Dahl
“There is more truth in story than detail and fact.” Roald Dahl’s publisher on Roald Dahl’s work
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Telling Stories: Communicating in Symbols and Pictures
We are surrounded by pictures, images and icons. More than any other time in human history we are overloaded by visual stimulus. No wonder marketing, sales and communications are difficult and don’t stick. At the heart of branding I have … Continue reading
Filed under Authenticity, Branding, Design, Marketing, Pharmaceutical, Uncategorized
Lego Storytelling Advert
Lego launched a great ad called the Brick Thief. It’s a quirky shoot with just music and background sounds. It tells the story of an inventor making music with his Lego. As he runs out of bricks he uses magical doors in his … Continue reading
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Storytelling Helps People Stop Smoking
GSK have launched a great direct to consumer Ad for its smoking cessation brand Niquitin. The Ad called “You From the Future” and it tells the story of a woman who is standing outside a restaurant talking to another woman. We find … Continue reading
Storytelling Boosts UK Farm Sales
Yeo Valley are an organic dairy products company in the UK. Getting noticed in this commodity market is not easy. Building brand awareness is tricky but this company employed some great storytelling skills in a new campaign. The Yeotube video … Continue reading
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What is Brand Positioning?
Ries and Trout started a marketing revolution by focusing on positioning. They wrote about making your brand stand out in your prospects mind by making different from others. To me positioning is the way the brand fits inside the prospects … Continue reading
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What is a Brand
A simple yet complicated question. What is a brand? In my mind a brand is something that creates a set of emotions and consistently reactivate that emotional set when re experienced by its audience. Emotion is a great word because its … Continue reading
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Six Brand Building Stories
I have just landed in New York on a business trip. We are working on defining the personality and essence of two brands I’m responsible for at work. In preparation with the advertising company I’m working with we discussed how … Continue reading
Filed under Authenticity, Branding, Storytelling, Uncategorized
HSBC Bank Storytelling Ads
I’m writing this on the plane to New York. On the way I noticed again the HSBC advertising that adorns many of the world’s airport jetty’s. HSBC the Hong Kong and Shanghai Bank uses this channel to communicate a unique … Continue reading
Filed under Branding, Marketing, Sales, Storytelling
Two New Brand Stories: Needs and Concerns
I recently attended a lecture by UK psychologist, Rob Horne. He specializes in understanding medical related behavior and why patients and physicians interactions occur the way they do. He shared insight on how people adhere to the advice and directions given in medical consultations. … Continue reading
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Point Of View Marketing
The Cinema has Storytelling at its heart. You only need to think of some great films to see many of the topics around storytelling that has been discussed in an earlier post. Point of View (POV) is a technique used in … Continue reading
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A Tale of Two Pharma Brand Stories
There are two types of discussion when selling and in Pharmaceuticals sales it’s the same. The first type of discussion between the company and the physician is best termed a “no conflict story”. In this case there is a medical … Continue reading
Filed under Authenticity, Branding, Marketing, Pharmaceutical, Sales, Storytelling, Uncategorized
Deep Branding
Deep Branding requires deep storytelling but how do we get there? Many of the previous post have focused on aspects of storytelling and it connection to customer attitudes and behaviours. Brand architects search for the best way to connect their brand … Continue reading
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Open Source Branding
What do Lunix, Twitter. BBC, Google, Starbucks, Apple, Amazon and Innocent along with many other brands have in common? I think its open source branding that makes these stick out in today’s teams. In effect the company has “Let Go” … Continue reading
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Marketing Amnesia- Pharma Customer Phenomenom
Amnesia is a strange phenomenon. As humans we are programmed to remember massive amounts of information. Somethimes our brains fail to store data or have problems accessing it and its a really debilitating, frustrating and for the poor individual a big … Continue reading
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