All posts by Michelle Roche

3 Posts

Putting the heart before the head.

Start with the heart.

As an advertising firm that works with health and wellness brands, it can be easy to get caught up in the heady technologies, treatment strategies, and impressive success stories that our clients can rightfully boast. Health and wellness companies are living in an age where providing new innovations, regularly, doesn’t constitute bragging rights, it’s practically required just to keep pace with shifting consumer attitudes and public policy changes.

Naturally, when you’re working so hard to deliver innovative technologies and unique customer experiences to serve them up, you want to talk about it. Surely, if people just knew what your company offered it would logically sway them to choose your brand, right? Well, not exactly. At least not in the way you might think. Like delivering any effective punch line, it’s all about timing. You can’t just blurt out the punch line before telling the joke, because, well, that just wouldn’t be funny. If funny is what you want, you have to take the time to bring your audience along before hitting them with the big conclusion.

Your advertising works much the same.

Marketing From the Inside Out

Inside Out Marketing

Billions are invested in advertising and marketing each year, in an effort to change perceptions and increase the bottom line. No marketing pro worth their salt would spend so many dollars and hours making and placing ads that tout less hassle, more choices or personal customer service without also ensuring staff was ready to respond, right? You might be surprised.

What Does Your Archetype Say About You and Your Brand?

Image courtesy Michel Jansen’s, “Brand Prototyping”.

If you took Psychology 101 back in the day, you might recall a Swiss chap named Carl Jung who wrote extensively about dream symbolism, the collective unconscious and a cool thing called, “Archetypes”. Turns out, understanding more about archetypes, can help us understand a lot more about ourselves and why we choose the companies and brands we do.

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