Tweet Is your tagline full of holes? Let’s play a game to find out. We’ve listed five brand slogans below that each represent well-known companies. See how many companies you can identify by their associated slogan. “Don’t be evil.” “Think different.” “You’re potential. Our passion.” “Be a force for good.” “To give people the power [...]
Tweet 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 [...]
Tweet Face it. There’s a LOT of stuff out there. Your company must do everything it can to eliminate reasons your market might miss you amidst the daily tsunami of information. Here are 5 ways companies miss opportunities to be noticed. Your URL is hard to find and non-intuitive. If your corporate name is Healthy [...]
Tweet This Q&A is from our conversation with Jim Riley, vice president sales and marketing at Capario. We asked him to share his thoughts on the healthcare company’s recent rebranding initiative, which spanned everything from a new corporate name, logo and tagline to a new Web site, collateral materials and a comprehensive public relations campaign. [...]
Tweet Naming a new product or company is a tricky endeavor, but when done right it can make you stand out from the rest. When done wrong, however, it can result in your company or product blending in with everything else in its category. Further adding to the complexity of this process, estimates show that [...]
Tweet Unsatisfied with Google’s seemingly widespread domination of all things online, Microsoft reloads with Bing, adding to an already saturated market of search engines. Bing is the replacement search engine for Live Search (also formerly known as Windows Live Search or MSN Search) and the latest effort from Microsoft to compete with tech rival, Google. [...]
Tweet I’ve been reflecting on Michael Jackson amid the deluge of media coverage that started last Thursday. I’ve talked about his life with my colleagues—many of whom weren’t even born when Michael hit stride. So, my version of the Michael Jackson brand represents a sum of experiences that spans nearly 40 years, and includes the [...]
Tweet Color is a funny thing. So is colour. Especially when it comes to branding healthcare organizations. OK, so admittedly blue says healthcare and probably always will. But I believe some new trends are on the horizon. So what is the new blue? NOT BLACK. There are lots of other colors out there, but I [...]
Tweet While the differences between B2B and B2C marketing are many - from the length of the sales cycle to the motivations of the buyer – the fundamentals are still the same. Successful marketers in either category must define their audience, hone their key messages and focus on what makes them unique. In other words, B2B [...]
Tweet I’m looking forward to seeing all the exhibitors at HIMSS this year, especially those that are introducing some form of new brand identity. For high tech healthcare companies, branding is an unusually formidable challenge. I watch the companies try to create a solid brand identity through their exhibits, signage, messaging, hospitality suites, client events, [...]