Hospital Branding

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...

If you've attended a marketing or branding conference, you'll agree there are dozens of definitions of the term "branding."  From the creation of an identity to the production of a commercial, the word certainly gets a lot of use (and misuse) and is attached to many meanings.  I recently attended Brand ManageCamp, a global gathering on branding where many well-known experts and authors shared their wisdom.  David Aaker, considered to be today’s branding guru by many and author of the recent “Aaker on Branding,” spoke and his insights helped me round out the right definition of the term. I will admit, however, it’s tough to sum up "branding" in a single statement, so here are the “5 E’s of Branding," to put on your mental shelf next to the “4 P’s of Marketing.”   1.   Essence As Aaker explains, the brand essence is the first step in determining your brand strategy and reflects "the higher purpose of your brand and the reason it exis...

From Paul Szablowski and Rob Rosenberg's recent presentation at Forum for Healthcare Strategists. Hospital Branding:  7 Deadly Words of Healthcare Marketing Jacqueline Fellows, for HealthLeaders Media  , May 29, 2013 Being descriptive in healthcare marketing can be a challenge when you stop using these seven words that no longer have the power to distinguish your organization or its services from those of your competitors. In the early 1970s, stand-up comedian George Carlin delivered what would become the bit he was best known for, "The Seven Words You Can't Say on Television." Google it and you'll be treated to a filthy and hilarious not-safe-for-work rant. Hoping that a portion of that phrase  stands the test of time , Paul Szablowski, vice president of public relations, marketing, and communications for Dignity Health, and Rob Rosenberg, president and brand strategy director for Springboard Brand & Creative Strategy, have developed their own l...

This month, Springboard celebrated its 10-year anniversary.  The number of well wishes and thoughtful remarks were much appreciated and gave us "cause for pause" and the opportunity to reflect on the last decade. Obviously, much has changed in the healthcare and marketing industries; from the invent of social media to the real inroads of healthcare reform. Amidst all the changes, there is a consistent thread that has remained woven in the fabric of consumer buying, and has for decades. Yes, the concept of branding is alive and well and remains at the "heart beat" of reaching and motivating customers to choose one product or service over another. That's it - heart beat!  After spending so many years describing the concept of branding and all the text-book definitions, it comes down to these two key words.  And when contrasted with the words "chest beat," used to describe branding's first cousin, selling, it really ticks! A brand strategy makes...

In 1993, Ken Blanchard and Sheldon Bowles wrote another book in their series of short reads covering the "One Minute Manager" to organizing for greater corporate efficiency. One of their best selling titles, "Raving Fans, Revolution in Customer Service" caught the interest of many of us in the service sector. In the classic marketing behavior model, our job as brand-builders is to move customers from awareness of our product/service to loyal users. Along the way, we create preference, likeliness to use, and advocacy. And then we all talked about moving loyal users to fans...customers who would throw themselves on a sword for our services and recommend us to all their friends and neighbors. Back then, it was all talk because it was difficult to quantify a "fan base." It sounded right in theory. Hello 2009 and social networking sites like Facebook. Now, it's possible to count your fans and gauge your effectiveness in truly creating a fan base for...