Healthcare branding and marketing inspiration: 10 most admired brands


Good article in MarketingWeek –– Ten brands that gain the most admiration from marketers. Though none are in the healthcare space, they’re still very relevant for healthcare marketers based on why they were included in the list.

The list was compiled by research company Grupo Consultores UK (GCUK) from interviews with more than 200 UK marketers. Here it is, along with the key reasons cited (and the key takeaway bolded):

1. John Lewis: its ‘Never knowingly undersold’ slogan is a promise that underpins its customer service.
2. Apple has been shown by MRI brain scans to evoke near-religious zeal in its fans.
3. Virgin: People admire the consistency, and yet also the individuality (and I’d say philosophy) of the different brands under the Virgin umbrella.
4. Nike: its simple, proactive and inspiring marketing approach.
5. Procter & Gamble: its taken up new digital channels across multiple brands, which marketers admire.
6. Innocent: defying convention via a new positioning in healthy, premium-priced drinks, in a market dominated by sugary fizzy water.
7. Coca-Cola: Though Pepsi regularly triumphs in blind taste tests, it has never punctured Coke’s 125-year armor (which includes its long litany of classic ad campaigns by heart).
8. O2: Has shown ho-hum loyalty schemes how to make customers feel excited about rewards they can earn.
9. Unilever: powerhouse brand marketing, coupled with environmental commitment through its Sustainable Living Plan.
10. Tesco/Virgin Atlantic/Volkswagen

But here’s a different take on this list (mine) from the point-of-view of the consumer. Because it seems that this list could similarly have been compiled based on “those brands that gain the most admiration from consumers.” Here are five measures that capture why consumers would have included them on their list (and a couple representative brands from the above list):

1. Belief: customers understand and relate to the why (the meaning and purpose) of these brands, beyond what they do (e.g. Apple, Virgin)
2. Behavior: brand beliefs are powerfully articulated through their words and actions (e.g. Nike, O2)
3. Bonding: consumers want to be part of the brand’s promise and experience (e.g. John Lewis, Virgin Atlantic)
4. Benevolence: beyond functional brand benefits to making the world a better place (e.g. Unilever)
5. Bold: changing the rules and creating a clear alternative to existing choices and practices (e.g. Innocent, Procter & Gamble)

What’s your point-of-view about these lists — both original and mine?

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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