Hospital Marketing and Healthcare Branding - Ten Lessons from 15 Years
I just had a birthday! My company did, that is. Springboard Brand & Creative Strategy recently turned 15 and since only one third of new businesses last past their first decade, I feel pretty good about this accomplishment. As I reflect over the past decade and a half, there are certain thoughts and ideas that surfaced that I wanted to share. I hope some will educate, inspire, amuse, or just be a head nod to those who read them. The power of a big idea still surges. From the “Mad Men” era until today, and I’m certain into the future, the advertising business still thrives on big ideas. Sure, there are all sorts of new technologies to communicate and ways to “hide” behind production value, but strip it all away and – if there’s not a big idea that touches the heart and soul of your customer – you have nothing. You know you have one when, years later, people still recall pieces of a campaign. I’m proud to say there have been a few of those over the years. Get with