The new way to brand: The mixing pot of art, science and, of course, a crystal ball

Justin Racine
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Justin Racine: Geriatric Medical, USA

Journal of Brand Strategy, 2017, vol. 6, issue 3, 210-220

Abstract: Branding and marketing have never been as important as they are today. At a time when consumers can be selective about the brands and companies they choose to engage with, proper branding that truly speaks to the wants and needs of customers is crucial in creating emotional connections that will foster brand recognition and synergy. With advances in technology, more analytics and data on customers are available to branding professionals than ever before. This ‘crystal ball’ of information allows branding professionals to create content and branding situations that truly resonate with their target customers in a way that feels in stream and native. Geriatric Medical has embraced these technological advances and has intertwined them into its branding and marketing strategy with its customer base. As a medical supply distribution company that sells products to other businesses, Geriatric Medical utilises customers’ interests and hobbies, such as travelling, shopping and reality television to generate content that is relatable to the needs of both the customer and Geriatric Medical. This strategy has allowed Geriatric Medical to create higher levels of trust, decrease barriers to entry and create a brand that feels native and appealing to both current and new customers.

Keywords: branding; artificial intelligence; native advertising; analytics; analytical marketing; emotional branding (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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