Hospital and Healthcare Branding: If creative executions are not in sync, it's time to rethink (the strategy)
Do you have headlines, copy, banner ads or other tactical elements that seem to be bouncing back and forth between you and your advertising agency? Are you frustrated that your communication blends into the marketplace and doesn’t allow your organization to stand apart in a meaningful way? Do internal stakeholders seem nonchalant over your new “branding” campaign or communication initiative? If you answered “yes” to any or all of the above, it might be time to rethink your strategy versus yet another redo to an existing concept or strategy that is either off course or has run that way. Too often, agencies and clients go round and round on creative executions and can’t quite pinpoint what it is that isn’t working. Worse, yet, is the old “I’ll know it when I see it” conversation, that agencies seem to be hearing more and more these days. Keep this in mind: If at three it’s not in sync, it’s time to rethink. After a third revision, it’s not the execution that’s bad, it’s the thi