Brand Faceting: A Gem of a Marketing Idea

Originally Published June 2000

Joan Bachenheimer

Coke. Nike. Gap. Powerful names, powerful brands. Just one word conjures up many images—some positive, some negative. Successful branding campaigns effectively communicate the brand to the audience that comes into contact with the brand's product or service. It is this attention to audience perceptions that is the precursor to creating a positive public mindset. Ultimately, it lays the foundation for a successful sales effort, which companies in the commercial sector have been taking advantage of for years.

Today, there's a lot of talk in the medical device industry about creating brands—which is great. Branding is an effective tool for long-term marketing—and one that the healthcare marketplace has too often ignored, primarily because of a failure to understand exactly what a brand is and how it can be created effectively in this arena.