BRANDING PROCESS

  • Strategy (Research, Planning, Customers, Rational and Emotional Drivers, Segments, Enthusiast Groups, Environment...)

  • Positioning (Messaging Platform, Differentiation, Value, Relevance, Boilerplate, Focused Promise, Net Take-Away Impression...)

  • Attitude (Identity, Visual and Verbal Style, Look and Feel, Option Boards, Comp Options, Tagline, Logo Options...)

  • Implement (Internal Branding, External Execution In Multiple Media, Brand Standardization Across Enterprise, Auditing, ...)

  • Follow-Up (Connections Auditing, Brand Experience Consistency Testing, Results Reporting From Baseline, Awareness and Perception Checks, More...)

Advertising

  • Print
  • Digital
  • Online/Interactive
  • Integrated campaigns
  • Direct response
  • Brochures/Collateral
  • Touchpoint media
  • Trade shows
  • Radio and TV

Digital Media

  • Websites
  • On-line promotions
  • Interactive
  • DVD / Video
  • E-mail campaigns

Social Media

  • Enthusiast Targeting
  • Mobile media
  • Enthusiast marketing
  • YouTube marketing
  • Facebook marketing

SPECIALIZED PROGRAMS

  • Technology / Process Branding
    (“Secret Sauce” programs)

  • Category creation, naming, association

  • Product launch

  • Line extension

  • Division revitalization
  • Physician Education

  • Product and/or technology positioning and repositioning

  • Patient/Caretaker network formation and communications
  • Patient education-for-treatment motivation

  • Physician and Specialty Professional Networking Groups/Programs

 

 

 

BEEN THERE. DONE THAT.
From international branding to product intros, line extensions to category creation, naming and logo design to launch and repositioning,
I've done it — for the largest multi-multinationals, smallest start-ups, and spanning all info-tech and medical categories.
So chances are pretty good I've worked in YOUR category — or for your competitors — and maybe even for YOUR company or client.
_______________________________________________________________________________________________________________

 

 

 

 

 
























...and lots of others...but enough on the logos, right?

CLIENT LIST: MEDICAL

Accelrys
(
Life Science Research Systems)

ANS—Advanced Neuromodulation
(
Pain Mgmt)

ASP — Advanced Sterilization

ATS Medical
(
Cardiac Valves)

BD Biosciences
(
Life Science Research)

Beckman Coulter
(
Research/Laboratory)

Biogen Idec
(
Pharma: Zevelin — Monoclonal Antibody for Cancer Treatment)

Biologics Delivery Systems
(
Cardiac Surgery)

Biosense Webster
(
Cardiac Electrophysiology –J&J)

BioSensors
(
Drug-Eluting Stents)

Canon Medical Imaging Systems
(
Opthomology)

Cardeon
(
Cardiac Emboli Protection)

Celerus Diagnostics
(
Automated Immunohistochemistry)

Childrens Hospital of Los Angeles
(
Provider)

DakoCytomation
(
Lab, Instrumentation, Testing)

Disc Dynamics
(
Spinal Disk Replacement)

Edwards Lifesciences
(Cardiac Valves and Stents)


EMD Biosciences
(
Life Sciences)

ev3 Neurovascular
(
Neurovascular surgical devices)

Genicon Sciences
(
BioTechnology)

GenProbe
(
Genetic testing)

Irvine Scientific
(
Cell Media)

Kerr Dental
(
Dental Instrumentation)

Lilly
(
Pharma: Zygris — Sepsis therapy)

Long Beach Memorial
Medical Center

(
Provider)

Medtronic
(
CardioPulmonary)

Medtronic
(
Neurological)

Merck
(
Pharma — Branding)

Nanosphere
(
Molecular Diagnostics)

NeuroMark
(
Pharma — Genetic Drug Response)

NeoMatrix
(
Diagnostics — Breast Cancer)

Project IMPACT
(
Pharma — Lilly/Zygris sepsis)

St. Jude Medical
(
Devices — Cardiac Surgery)

Storz Endoscopy
(
Surgical Instrumentation)

ThermoGenesis
(
Stem Cell Technologies)

Thoratec
(
Ventricular Assist Devices)

Toshiba Medical Systems
(
Various)

Vantus
(
Veterinary)

Vasamed
(
Vascular)

Zonare
(
Ultrasound)

More
complete list on request

CLIENT LIST: TECHNOLOGY

ActiVision

Apple Computers

Apricorn

ARM Semiconductors

AST computers

Brooktree

Buxbaum Group

BusinessWorks

Software

CalComp

Candle software

Canon

Compaq;

Daytimer

Digital Equipment

EF Johnson

Exabyte

Flour Daniels

Fujitsu Storage

Global Trek

Exploration

Hitachi

IBM

J.D. Edwards

Lotus

KLA-Tencor

MAS 90 Software

Maxtor

Mentor Graphics

Merisel

Microsoft

Mitsubishi

Mountain Gate

Netcom

Neuron Data

Nokia Monitors

Novell

Operon

Oracle

Pathway Partners

Peerless

Pick Systems

Quantum

Rand of Phoenix

Sandpiper Networks

Stellcom

Sunrise Test Systems

Toshiba

Semiconductors

Toshiba Laptops

Toshiba Disk Products

Toshiba Corporate

Branding (Tokyo)

Toshiba America

Information Systems —

TAIS (Irvine, CA)

Walker Interactive

Zenith

WordPerfect

Xerox

More

complete list on

request

 











...there's no limit to the logos, it seems, but there is on webpage space, so we'll call it good here...