The articles in this issue of OnPoint share a theme: that a brand is formed as one contiguous experience in the prospect’s mind. As prospects move from your trade show booth to reading a white paper, to visiting a website listed on that brochure, they’re sculpting a perception of your company. You likely know that a brand should present a consistent identity and message, but just as important is the effectiveness of the mechanism used to promote that brand.
Building a unified marketing program is easier said than done. That’s why the authors featured in this issue of OnPoint are particularly appropriate. Each has overseen the development of dozens of brands in the health sciences industry, and each provides deep experience in a specific area (e.g., websites, strategic planning, search/social media) that’s rooted in broad knowledge of the marketing discipline.
We also have a guest author: Mark Egerton, Ph.D., CEO of Quotient Sciences. Quotient has successfully unified a large portfolio of services — and addressed disparate target audiences — with one brand. The Q&A shows how many of the concepts covered in other articles were applied by Quotient.