Recent Articles (click on the articles below to go to full versions. You can also review the entire library of articles at bobdiakow.wordpress.com)
Brands over the past few centuries have been formed based on a number of factors. Long ago brands identified a craftsman’s work and were part of his or her name giving recognition to the person who made the product.
Recently I‘ve had the opportunity to watch series of TedTalk videos the got me to thinking, are brand inspiring or are they inspired by others around them?
While branding has a history tied to Madison Avenue, I recently realized that its roots go back much further.
Passion for brand excellence
Many times brands veer off path from the core on which they are founded. A variety of aspects come into play from wayward acquisitions to loss of focus on the pillars of what created the brand in the first place
Black Hill Regional Eye Institute wanted to expand its market by concentrating on the 25- 40 year old age group. The strategy used was to identify situations that the target market would relate to. In addition, the strategy had to transcend several touch points including viral opportunities to reach the specific audience.
Consistent messaging created a strategy that was followed through at all brand touch points. The humorous comparison strategy was used to relate to the experience the audience experienced or had seen for people that could benefit from the Lasik procedure. Tactics include, viral posters, newspaper ads, bus signage and magazine ads.