Why do some brands seem to last centuries while others fall out of favor almost as soon as you hear of them?
Here are 3 things that will help you build a brand with staying power as a part of its DNA.
“Our clients love us.”
“We’re an innovator in the market.”
“We’re a highly trusted brand.”
“This is a natural extension of our brand.”
Brick-and-mortar locations are no longer a necessity for building billion dollar brands in the digital economy. Uber, Airbnb, and many others have conquered the problem of building a brand without offering a physical location for customers to visit. Recently, delivery-only dining service Maple is revolutionizing what it means to build a prominent food service brand—without a retail storefront.
Over the past decade there has been a growing conversation nationally around the cost and effectiveness of care. The Accountable Care Act has infused the marketplace with more informed consumers, forcing payers to adjust their plan coverage to meet new requirements and serve this larger population of engaged plan participants. Simultaneously, healthcare providers have been exploring new means to better provide for patients; be it improvements in Electronic Medical Records or serving as an Accountable Care Organization (ACO)—by assuming a percentage of the financial risk associated with the care and outcomes of the services provided. But there is a new frontier in healthcare that is fast approaching: the consumer experience.
For decades—large scale media exposure was limited to big brands with large budgets for advertising and PR campaigns. But with the ever-increasing accessibility of web publishing on platforms such as blogs and social media, small brands—and even individuals—can gain access to mass audiences like never before. In what ways can you put this web publishing boom to work for your brand, while differentiating yourself in a content saturated world?
A micro-moment is the term Google has coined to describe the exact instance in which a consumer need arises and they turn to the internet to look for answers, discover new things, make decision, or finalize a purchase. The key factor in a micro-moment is not about who the consumer is (age, race, gender) but rather what is their intent? They want something; knowledge, insight, guidance or validation and they want—no—need it, right now.
So how can you come out on top in the hearts and minds of consumers to win these micro-moments and, ultimately, their trust and business?
Much has been written about the migration of the single largest generation—Baby Boomers—out of the workforce and into retirement. However, we are now just realizing how this generation is choosing to spend their golden years being more active, more social, and more involved. The evolution of the health & wellness industry can largely be attributed to Baby Boomers who popularized marathon-running, health clubs, and group fitness classes in the1980’s1. Yet many brands have failed to recognize this group’s contribution and continued interest in health & wellness, nor are they prepared to meet the changing demands of these consumers.
The following is a short list of things your brand can do to better serve this segment’s health and wellness needs and build a strong and loyal following: