The Role of Brand Communicators in an Outbreak
Performance Marketing
A lot of the work we do in healthcare marketing and communications is predictable. Brand-building, patient acquisition, and organizational support. But when a new health threat emerges, brand communicators have [...]
Why Pulling Out of Amazon Is the Smartest Decision for Your Brand
Performance Marketing
Nike announced that as part of the company’s focus on elevating consumer experiences through more direct, personal relationships, it will stop selling its merchandise directly to Amazon.com. Here’s why Nike [...]
Earn Consumer Trust Through ‘Surprise and Delight’ in a Post-Privacy Age
Performance Marketing
Recent consumer research from Pew Research Center shows we have some work to do persuading consumers to let us use data about them for marketing. Right now, the risks seem [...]
2 Steps to Making Brand Transformations Stick
Performance Marketing
Brand transformations are like our own transformations — we shine a light on our salient qualities and then amplify that for everyone to see. Brands can make sure that as [...]
Why a Brand Not Responding Is Sometimes the Best Response
Performance Marketing
I recently engaged in a thoughtful Twitter debate (no, this is not an oxymoron) with industry peers over my belief that non-response can be a valuable PR and reputation management [...]
Should Marketers Be Taking a Pass on Hard-hitting Sponsorships?
Performance Marketing
As a healthcare marketer, you wear many hats. One is “generate brand awareness.” How and where you choose to elevate your brand — including sponsorships — is a reflection of [...]