Much of my work over the years has been with “service brands”–brands that are not tied to a particular product, but to the delivery of some type of service, like health care, legal services, educational services, energy services, engineering services, consulting services, etc.
Developing and maintaining a strong brand for a service organization is, in my opinion, significantly more challenging than developing and maintaining a strong brand for a product. Why?
Because a service is less tangible, more ephemeral–and often involves multiple “touchpoints” that really determine the “brand experience.”
What makes a strong brand? (more…)
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Brand Evaluation
CONTENT CREATION
PR/MEDIA RELATIONS
SOCIAL MEDIA
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