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Revisiting the role of audio in branding blog image

Revisiting the role of audio in branding

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Did you hear about the Zoe Kravitz Super Bowl ad for Michelob Ultra? The spot uses the sounds of near-silence – whispers, tapping finger nails, carbonated fizzing – to draw viewers into the ad by their ears as much as their eyes. The auditory phenomenon Michelob was leveraging is called ASRM, or Autonomous Sensory Meridian […]

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The Tai-Chi of Hospital Branding blog image

The Tai-Chi of Hospital Branding

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Nonprofit hospitals can profit from today’s marketplace Hospitals are in the midst of a slow motion pivot in their business model. The movement is glacial, but it’s there. Still rooted in a fee-for-service reimbursement model that emphasizes quantity, hospitals are now under pressure to move toward a qualitative model driven by outcomes. (And better branding, […]

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Boat Brands Have An Identity Crisis blog image

Boat Brands Have An Identity Crisis

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To B2B or not to B2B: That is the question Many boating brands that sell to consumers as well as other businesses still feel like they’re facing an existential crisis: Are we primarily a B2B brand or a B2C brand? Our view: It’s a false choice. The idea that commercial-industrial brands should have fundamentally different […]

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The Small Batch Hospital: A Marketing Perspective blog image

The Small Batch Hospital: A Marketing Perspective

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As health systems expand, opportunities emerge for smaller hospitals. Here at our scenic CT shoreline headquarters, we are surrounded by monster health brands. Yale New Haven Health, the dominant regional Academic Medical Center, is right next door. UCONN and Hartford Healthcare are slugging it out in the center of the state. Humana is a longstanding […]

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