How did “Google” become Google? What does “Canon“ really mean, and where did “Skype“ come from? This article delves into just that, revealing the less-traditional routes and unique naming conventions companies use to create their names and become household terms.
 
Facing the task of creating a company name within the healthcare space? Here are a few key takeaways to consider:

• Drill down and decipher what is at your company’s essence. “Volkswagen” literally means “people’s car.”
 
• Review objects, animals and places that could depict you. “Reebok” is an alternate spelling of “rhebok,” an African antelope.
 
• Try combining appropriate descriptive words. “Verizon” is a combination of veritas, the Latin word for “truth,” and the word horizon.
 
• Target a unique fact that differentiates your business. “Six Apart” co-founders were born six days apart, hence their company name.

For the business-to-business segment of the healthcare industry, e-mail is a strategic, critical business tool and should be a foundation of every marketing campaign. Your audience is very computer oriented and may not focus on traditional mail pieces.

Here are a few more reasons why we like adding them to our marketing mix:

1. Faster turnaround
With emails, you can act quickly and aren’t dependent on the USPS to meet your deadlines.

2. Analytics
With web-based programs like Exact Target and Constant Contact, you’re able to monitor analytics; opened, bounce backs, forwards, opt-outs, clicks and unique clicks. The clicks and unique clicks can help shape future email content as you’ll gather data on topics in which your readers are most interested.

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Changing a corporate logo and brand identity is only advisable if the change better reflects the company’s work or beliefs. The same applies to healthcare technology providers. If your company makes significant changes to its product lineup or makes a new acquisition, it is important to keep your brand’s identity consistent with what your company offers. These two articles give some great perspective on the pros and cons of changing a logo and when the best time is to do it, as well as provide some examples of when a logo change has either helped or hurt some well-known companies. Here are a few key takeaways to remember if the prospect of a logo change is something you’re ever faced with:

• It is okay to change your logo if it no longer reflects what your company stands for or is visually ineffective. Some of the best brand identities in the world get transformed to better reflect their companies’ values/beliefs. For example, BP’s logo change represents their shift toward alternative sources of energy.
• A successful logo re-design will drill down to the essence of the company’s identity, e.g. Apple transforming from the scene with Isaac Newton to simply the apple.
• Another time when a logo change should be considered is when a company expands its business practices. If a logo portrays to narrow a view of what a company is doing, it ceases to be effective.
• Sometimes, while a complete overhaul of the logo is unnecessary, it can be advantageous to make a slight update to keep a fresh and modern feel.