Brand Building – Lead With A Unifying Brand Idea
Trajectory | Healthcare trends infographic and implications
by Eric Brody President, Brand Leader
1y ago
Whether launching or re-energizing a health and wellness brand and business – everything starts with a unifying brand idea. It’s a central idea that guides, inspires and threads everything the business does together – internally and externally, across its words and actions, products and services, design and experience, marketing and communications. This idea represents the destination that the brand wants to reach to fulfill its destiny. And it does this by unifying the brand’s inside and outside audiences to reach their personal potential. The idea is a north star for the ..read more
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Wellness brand building through a brand refresh
Trajectory | Healthcare trends infographic and implications
by Eric Brody President, Brand Leader
1y ago
Competing in the health and wellness category gets tougher every day. Segments are increasingly more crowded, are overlapping and converging and consumers are upping the ante on what they expect wellness brands to contribute – not only to their lives, but to society and the planet. Given this backdrop, it’s possible over time to become stuck or stalled. Helping a brand reset when it’s facing brand decline is a common problem that brand marketers grapple with every day. To create new energy when the momentum is lost – a rebranding, repositioning or brand refresh are all viable solutions. But be ..read more
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Marketing A Medical Practice: Cultivating Patients Through Digital Marketing
Trajectory | Healthcare trends infographic and implications
by Eric Brody President, Brand Leader
1y ago
When medical practice competitors are just a click away and prospective patients rely on a website to judge an organization’s healthcare services, digital marketing strategy becomes paramount to success.  As the need to return patients to your practice coincides with slimmer marketing budgets – knowing the keys to effective, measurable, digital marketing are more important than ever. What are the digital marketing strategies that are making a difference in medical practice patient acquisition and patient engagement? And how can medical practices make real human connections with patients ..read more
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Branding Trends Borne Out
Trajectory | Healthcare trends infographic and implications
by Eric Brody President, Brand Leader
1y ago
It’s funny how things come at you in waves. I wrote this blog post earlier this week – Health and Wellness Branding Trends in 2022. A couple days later, I received two articles in my inbox from daily@oneama.com, which tackled a couple of the same subjects I wrote about in my blog. Both provide sound brand building inspiration. The first article is What A Raft of CPG Rebrands Portend for Marketer Priorities in 2022. The article speaks to how brand refreshes including those from M&M’s and Anheuser-Busch serve to remind brand marketers that they can connect purpose to brand identity – if it’s ..read more
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Health and Wellness Branding Trends in 2022
Trajectory | Healthcare trends infographic and implications
by Eric Brody President, Brand Leader
1y ago
As competition grows fiercer across the health and wellness landscape, branding becomes more important. Branding is the face of your business (strategically and aesthetically), the basis for customer engagement and employee engagement, and sets a business apart from competitors. Ultimately, branding is the sum of everything you do and stand for, and today’s modern consumers have expectations that extend beyond your outputs (your products and services), to the ways in which you do business. Which means that a snappy brand name, a nice logo and clever advertising are not enough to capture their ..read more
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Branding A New Health and Wellness Brand
Trajectory | Healthcare trends infographic and implications
by Eric Brody President, Brand Leader
1y ago
Building A Brand Begins On Day One In a marketplace filled with new health and wellness product and service offerings, fueled in part by the challenges and upheaval of the pandemic, a critical question that brand marketing teams need to ask today is – how do we make our product or service brand launch meaningfully stand out from the crowd? The answer is branding and it starts on day one. Launching a new brand is even tougher in today’s environment, as an army of conscious consumers are now holding businesses accountable for their behavior. They’re forcing businesses to push the boundaries when ..read more
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Trajectory Comes Together With Digital Health Leader GoMo Health
Trajectory | Healthcare trends infographic and implications
by Eric Brody President, Brand Leader
1y ago
When we founded Trajectory in 1999, we committed to helping clients across the health and wellness continuum unlock the potential of their brands to leave their mark on business and consumers. Over the course of this journey, we’ve had many conversations with prospective partners about collective aspirations and goals. But it took us until now to identify a visionary company that is aligned with us professionally and personally, and with whom we know we can create even greater value for our clients. We’re proud to announce that Trajectory’s new parent company is GoMo Health, a digital health l ..read more
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Checklist For Rebranding Success
Trajectory | Healthcare trends infographic and implications
by Eric Brody President, Brand Leader
1y ago
For 20+ years, Trajectory has worked side-by-side with our healthcare and wellness clients’ leadership teams and Boards on their organization rebranding initiatives. From health systems and specialty providers to clinical trials and skincare and beauty – our experience continues to teach us valuable tips about how to navigate, steer and help our clients thrive through these major brand building initiatives. Rebranding Amidst Covid-19 Backdrop The challenges brought about due to Covid-19 might give you pause when contemplating a rebranding. On the other hand, the coronavirus pandemic – and its ..read more
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Kudos To Lush Cosmetics
Trajectory | Healthcare trends infographic and implications
by Eric Brody President, Brand Leader
1y ago
As reported in BEAUTY | PACKAGING, skin care and beauty brand Lush Cosmetics has announced it is deactivating its social media accounts. It’s not a “blackout” day—it’s a full-on disconnect, and it may be for good, it seems. The brand says it created its new social media policy, with “consumers’ mental health in mind.” Lush Cosmetics says it will deactivate its Facebook, Instagram, TikTok and Snapchat accounts, so Twitter and YouTube both seem to be safe, for now. The new social media policy goes into effect on November 26th, Black Friday. It will go into effect in 48 countries. Jack Constantin ..read more
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Brand Building – “Everything Communicates”
Trajectory | Healthcare trends infographic and implications
by Eric Brody President, Brand Leader
1y ago
For 20+ years, our hybrid brand consultancy / creative agency has worked with clients across the health and wellness industry to help shape and change the trajectory of their brands and businesses. One of the fundamental ideas behind our brand building work, whether shaping a brand or creating new brand energy, is that everything communicates. Everything Communicates Inside and outside of organizations, across the entire business and across all brand identity elements – from purpose, story, positioning, messaging and portfolio, through to culture, design and experience, actions, communications ..read more
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