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Digg It - The Plain Truth About Branding for Newsletter Publishers and Web Designers
Branding, or brand marketing as some now call it, is one of the buzzwords of public relations and marketing.
I searched several dictionaries in vain for a precise definition of this high profile concept as it is applied in the business world. The closes
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
t I got was the one that explained the verb
"to brand" as "to impress firmly."
On the other hand, perhaps I wasn't so unlucky after all. Not the whole story, maybe, but this is, after all, the very essence of what branding in business is.
When you
On the other hand, perhaps I wasn't so unlucky after all. Not the whole story, maybe, but this is, after all, the very essence of what branding in business is.
When you
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
brand something - be it a company, an individual,
a product, a service, a concept or a process - you impress
strongly on people's minds whatever is special and
distinctive about it. You make some kind of lasting impact
that leaves them in no doubt that yo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ur special something
stands apart from everything else in the same category.
It sounds simple enough. The problem is that even some marketing professionals, if they know this at all, have not yet internalized it. They think of brands in terms of tradem
It sounds simple enough. The problem is that even some marketing professionals, if they know this at all, have not yet internalized it. They think of brands in terms of tradem
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
arks. They apparently believe that branding is just a
matter of well designed logos and striking, unforgettable
visual images.
Not that they're necessarily so far off the mark. We all know that the right visual symbols do help to create an impression
Not that they're necessarily so far off the mark. We all know that the right visual symbols do help to create an impression
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
f distinctiveness. The Coca-Cola people have
exploited this principle to absolute perfection. Smash one
of their familiar bottles, and you can still recognize that
the fragments were once part of a Coca-Cola bottle.
Nor does it have to be confined t
Nor does it have to be confined t
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
o the sense of sight.
Occasionally, you just have to hear a few strains of some melody to immediately associate it with a certain company or product. And then there's the famous Singapore Airlines smell. A few years ago, the flight attendant of that ai
Occasionally, you just have to hear a few strains of some melody to immediately associate it with a certain company or product. And then there's the famous Singapore Airlines smell. A few years ago, the flight attendant of that ai
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
rline began distributing, before and after takeoff, hot
towels that gave off a very distinctive aroma. Once
experienced, it's not easily forgotten.
The truth is, though, that characteristic symbols and images, whether visual, aural or olfactory, importan
The truth is, though, that characteristic symbols and images, whether visual, aural or olfactory, importan
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
t
though they are, simply not enough. Even mighty Coca-Cola
could not have captured the lion's share of the soft drink
market with the design of its bottles alone.
And if you're just a small guy, well, it's a different ball game altogether.
The eas
And if you're just a small guy, well, it's a different ball game altogether.
The eas
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
iest way to understand this concept is to think of it
like this: if you run a website, what would happen if you
removed your logo and your company name?
Would I still be able to recognize your brand? Or, let's say you're the owner of a brick-and-mortar out
Would I still be able to recognize your brand? Or, let's say you're the owner of a brick-and-mortar out
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
it.
One day you move to a new location but you haven't had a chance to put up your signs yet. Were I to stumble into your store by chance, would I be able to tell it apart from those of your competitors?
Now, what if you publish and email newslett
One day you move to a new location but you haven't had a chance to put up your signs yet. Were I to stumble into your store by chance, would I be able to tell it apart from those of your competitors?
Now, what if you publish and email newslett
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
er, and you
remove your masthead, your name and your subscribe
instructions?
I pose this question because I often read different newsletters published by different members of the same profession or trade.
It's clear that all these people are keenly awar
I pose this question because I often read different newsletters published by different members of the same profession or trade.
It's clear that all these people are keenly awar
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
e of the pivotal role their newsletters should be
playing in marketing their talents, enhancing client
relationships, or in furthering other personal or business
objectives.
I'm saddened, however, whenever I see so little to distinguish one f
I'm saddened, however, whenever I see so little to distinguish one f
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
rom the other - and I'm not only referring
to visual appearance and actual content, which are important
enough.
On the one hand, these publishers are trying very hard to market themselves as experts or purveyors of services in fields in which they ha
On the one hand, these publishers are trying very hard to market themselves as experts or purveyors of services in fields in which they ha
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ve quite a lot of competition on the
Internet.
But on the other, they're doing very little to show me what makes them stand out from the pack, or even why they're different from any of their competitors.
Even their publications are undistinguished,
But on the other, they're doing very little to show me what makes them stand out from the pack, or even why they're different from any of their competitors.
Even their publications are undistinguished,
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
very
run-of-the-mill; why should things be different when I use
their professional services?
Here are just a few short tips to help you brand yourself and your newsletter.
Practical tips
Here are just a few short tips to help you brand yourself and your newsletter.
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
- Study your competitors! Read and research as many other lists as you can and in particular those on the same topic or published by other businesses or practitioners in your field. Look for gaps - see what YOU can offer that they can't, or just
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
don't!
Your personality is unique (which means there's nobody
else in the world quite like you!) Don't be afraid to use
that truism to your advantage. The best newsletters on the
Net revolve around their publishers' personalities.
<
<
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
li>See how you can "personalize" the physical appearance of
your newsletter, so that your readers will recognize it as
soon as they open it even before they read the words - from
the layout, masthead design, and other visual clues. This,
to be sure, will be
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
easier with HTML newsletters, but even
with plain text there are many possibilities.
Branding yourself may be hard work, but once you achieve your goal, you'll have a valuable intangible asset that no-one can easily steal or plagiarize. Good luck!
Branding yourself may be hard work, but once you achieve your goal, you'll have a valuable intangible asset that no-one can easily steal or plagiarize. Good luck!
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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<a href="http://www.diggit.org.ua/article/63641/diggit-The-Plain-Truth-About-Branding-for-Newsletter-Publishers-and-Web-Designers.html">The Plain Truth About Branding for Newsletter Publishers and Web Designers</a>
BB link (for phorums):
[url=http://www.diggit.org.ua/article/63641/diggit-The-Plain-Truth-About-Branding-for-Newsletter-Publishers-and-Web-Designers.html]The Plain Truth About Branding for Newsletter Publishers and Web Designers[/url]
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