Marketing playbook for growing healthier and more prosperous brands (and customers)

While “image” used to sell, and ads used to be at the center of the marketing universe, today’s playbook is driven by the idea of actions speaking louder than words. The most important question to ask of your brand is what can be its place in people’s lives?

The challenge ahead for brands is to maintain their relevancy in a world in which marketing is no longer a spectator sport, but rather one that is involving, dynamic, authentic and interactive. Where the brand-customer relationship is one that increasingly resembles two close friends growing together, looking out for each other and helping each other succeed.

Here are six strategies important for growing healthier and more prosperous brands (and customers). The common denominator is that each of these practices add value to the lives of their audiences (as you’ll note from my health brand examples). In turn, audiences add their own value back to the brand. And both grow healthier and more prosperous.

1. From assembling followers to growing participants (PatientsLikeMe)
2. From capturing customers to liberating them (Teavana)
3. From making claims to creating experiences (Walgreens Take Care Clinics)
4. From generating transactions to growing communities (P&G’s BeingGirl.com)
5. From innovation silo to group think (Sermo online physician community)
6. From hiding behind the curtain to transparency (Marty Bonick, CEO Jewish Hospital, Kentucky)

Do you have comments you’d like to share? Other brand examples you can share?

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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