I was fortunate enough to attend the Oncology Commercialization and Market Access conference on February 23rd and 24th in San Francisco. The conference attendees and presenters were all quite delightful. One of the highlights which really stood out from my experience was:
Listening to Camille DeSantis and Maria Casini present a highly insightful story on the importance and value of developing a strong corporate identity to drive new product growth. This was particularly intriguing as they were able to demonstrate how a company without strong support components, or multi-dimensional pillars if you will is not enough. A house cannot stand on one leg (i.e. one product, one service). And interestingly, brand identity is not just developed at the beginning of a company start up, but is based on a continuum of effort to always maintaining strong support, and consistency especially in a changing society where people are using different means to assess a company. We now seek information on websites, social media, news articles… along with their own personal experience with your company.
A strong brand identity brings customers comfort, familiarity and a leadership position in your space; which in turn, helps sell any of your products. It really gave me a fresh perspective to take a look at my own branding and it appears I have some work to do : )
River Town Research 