http://www.compasshc.com/blog/branding-what-is-brand/27/04/2010/ Compass Healthcare Marketers Wed, 14 Dec 2011 08:07:06 -0600 http://wordpress.org/?v=2.8.6 hourly 1 http://www.compasshc.com/blog/branding-what-is-brand/27/04/2010/comment-page-1/#comment-3085 Steven Goldstein Fri, 30 Apr 2010 16:10:54 +0000 http://www.compasshc.com/?p=392#comment-3085 Peter: Great assessment of the new opportunities marketers face to foster the most meaningful discussions and interactions of a brand with its many (and sometimes disparate) customer segments. Once positioning and messaging are determined, the next big challenges health care marketers face in this new era is to understand the "on the go" wants and needs of each target, then efficiently sift through all the options available, select the best combination of communication tools and techniques (media, format, location, length of message, etc), master each new medium as it emerges, and deliver a simple, memorable and cohesive set of brand messages that will shift attitudes and behavior. No small task, for sure. Having worked for traditional agencies both big and small, I have seen that those agencies are not steeped in the digital history necessary to know -- by instinct and experience -- which new media tools are best suited to accomplish the complex messaging missions of one singular brand in today's world. That kind of knowledge takes time, trial, error, and adjustment to grasp and master. Peter: Great assessment of the new opportunities marketers face to foster the most meaningful discussions and interactions of a brand with its many (and sometimes disparate) customer segments. Once positioning and messaging are determined, the next big challenges health care marketers face in this new era is to understand the “on the go” wants and needs of each target, then efficiently sift through all the options available, select the best combination of communication tools and techniques (media, format, location, length of message, etc), master each new medium as it emerges, and deliver a simple, memorable and cohesive set of brand messages that will shift attitudes and behavior. No small task, for sure. Having worked for traditional agencies both big and small, I have seen that those agencies are not steeped in the digital history necessary to know — by instinct and experience — which new media tools are best suited to accomplish the complex messaging missions of one singular brand in today’s world. That kind of knowledge takes time, trial, error, and adjustment to grasp and master.

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