Marketers often call what differentiates a company “unique value propositions.” I dislike this term because a) ”unique” is an oxymoron because it’s such a ubiquitous…
Everyone has certain brands they like or are obsessed with. It might be a tagline, the quality, the images, aesthetics, humor, or something else notable.…
Let the architecture metaphors begin. Brand architecture is so aptly named. In building architecture, a home begins with the pre-design phase, where the designer considers…
It’s no surprise that the most significant influence on healthcare technology investments this year was the COVID-19 pandemic. The need to scale contact tracing, testing,…