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Branding a new technology.
If brands are to be human than they cannot expect a single statement or look to define their brand identity.
So, what can you do to convince the upper echelon of your company that a rebranding or an initial brand strategy must be established? Here are a few places to start:
To build the brand equity you need for people to be receptive of your messaging, go back to the same tenets of what is desirable and undesirable in people.
Successful brands are not the product of a one-time effort but are living, breathing entities that require maintenance in order to stay relevant.