September 21, 2011 » An Invitation to Compass’ 5th Annual Innovation Lab: Translating the Patient Experience into Commercial Success

The rare disease space presents unique challenges and opportunities for companies bringing orphan drugs to market. Patients and caregivers are the key stakeholders. As a result, social media landscape analysis and advocacy insight research is critically important to understanding the patient experience—and to optimize each connection point between the patient and the brand. Challenges such

August 25, 2010 » What Determines Loyalty to a Brand? For Apple Loyalists its Emotion

Brand loyalty is not a new or novel concept in the land of marketing.  But, why are people loyal to a brand?  Is it out of your sheer need for that product or service?  Is it value? Quality? Heritage? Or does your brand loyalty only extend as far as buying said product because it’s the

April 27, 2010 » Branding: What is Brand?

NIKE. Coke. Budweiser. What do these powerful brands have in common? Each is a single entity that lives in the minds of its target audience(s). Each captures qualities both rational and emotive.

At Compass, we believe that a brand is not a benefit, a formula, a name, or a logo. A brand is a contract with your targets.