Feel the Brand Love
Journey mapping, positioning, personality, color/logo, media consumption, campaign, while these —and more — are foundational, ultimately we must view brands like people to build real relationships and trust. Every element of the brand experience must make people feel the love. A brand must also be conscious of its bedside manner; while efficacy, safety, and commitment to science are critical, we are really in the security business. People want to feel that their health is protected.
Listening the Key to Learning
Neither agencies nor clients are the intended audiences for the brands they build together. Client leads, strategy, and creative work in lockstep to bring clients into the hearts and souls of their stakeholders. To do so, we must all rise above our collective expertise and be expert listeners. As the Dalai Lama says, “When you talk, you are only repeating what you already know. But if you listen, you may learn something new.” Wise words.
This originally appeared as part of the PharmaVoice's May Brand Building Showcase. Read the full feature here.