Hospital Healthcare Branding: Hitting The Sweeter Sweet Spot With Your Brand
In this branding blog, we have written about the "sweet spot." The book, "Aaker on Branding," defines it as the intersection between consumer passions and brand benefits. While there are several variations of this description, the basic premise of the "sweet spot" relies on a deep understanding of your consumers beyond demographics, household composition, and top-line preferences. It requires real insights on their dreams, visions, and interests. At a recent advertising conference I heard this: "Branding moves at the speed of culture." It was a "wow moment." The example was based on a popular brand of headphones and ear buds that have done an incredible job of tying their products to what's currently trending. As a result, the brand is always at the forefront of culture and endorsed by many top athletes and celebrities. I should add, too, that the creative work is pretty brilliant. The intersection of your brand promi...