Archive for June 6th, 2012
Med Tech spends a lot of time and interest on getting brand right. Precision graphic restrictions paired with copy that strikes a positive, knowledgeable tone are the expected norm. But sometimes the prescribed boxes and creative areas and subheads always in the same order become too familiar. And then the many pages of the branding guidelines present a calcified artery (or a narrowed alley, if you prefer) that can feel stuck.
Almost inhuman. Lifeless. Especially when most med tech firms offer much the same fare.
This is exactly why agencies are invited to pitch: someone recognized their communication had become more wooden, less engaging and sort of like yet another chain restaurant in yet another strip mall.
So the person with clout (or vision or both) says, “Hey, what if we started from a blank page.” Or perhaps you’ve been in conversation with someone and raised the question: “Surely even a med tech firm can seem almost human and engaging?”
That’s where the opportunity begins. Because it’s hard to start over when you live inside an organization. On the inside you’ve already drunk the brand Kool-Aid. And the regulatory restrictions and legal waffle-words troll through you conversations even when talking with your five-year old (“Jimmy, randomized studies correlate earlier bedtimes with general health and well-being. Many physicians would likely suggest you go to bed right now. OK?”)
The point is not to get rid of their brand. Not at all. The processes and procedure the brand encapsulates are a solid investment (that is, until they aren’t anymore). The point is to be yourself and offer a new way of thinking that floats away from the expected norm. Know there will be resistance. Brand managers will fight. But you’re just trying to bring a bit of life to the brand.