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Sloan-Kettering Chief Is Accused of Taking ResearchBy Betsy Raymond Stevenson, posted February 6, 2012
Charity Does an About-Face Breast-Cancer Group Backs Off Move to Withhold Funds for Planned ParenthoodBy Betsy Raymond Stevenson, posted February 6, 2012
Branding and EmpowermentBy Betsy Raymond Stevenson, posted August 3, 2011
Branding and Empowerment A large part of our work this year at RaymondStevenson has been advising and assisting companies in creating their brands. With biotech clients this has been a fresh exercise in determining ‘who are we and how will we convey ourselves?’ With a pharmaceutical client, the goal has been to define ‘who are we now?’ following acquisitions and a renewed focus on innovation. Last week, I attended ExL Pharma’s 7th Annual Healthcare PR & Communications Summit. If you haven’t ever gone, I recommend it. Managing Director Bryon Main and his team knock themselves out to provide worthwhile topics and speakers and an enjoyable experience overall. The Summit will be the source for a number of posts here on Snapshot, beginning today with a message from Centers for Disease Control (CDC) Principal Deputy Director Ileana Arias. CDC’s goal, Arias says, is to empower people by providing them with the knowledge, tools, knowhow and wherewithal to take care of their health. Knowledge + Tools + Knowhow + Wherewithal = Empowerment What does empowerment have to do with your organization’s brand? A lot, if your goal is a brand that:
What makes a brand great? The best brands are about: The correct answer? c. your stakeholders Why? Because we relate best to people. Not things. Not organizations. Our strongest feelings are for ourselves and our families and for people like us. |
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