by Denise Lee Yohn on 15 April, 2012 - 16:06
brand as business bit: While perusing the aisles at Target awhile back, I stumbled across these really great packages of healthcare products and fell in love:
I was so pleased to read the story behind such an ingenious brand in Businessweek. (Be sure to check out the sidebar on the playbook of gimmicks used in most drug commercials – it’s pretty humorous.)
Help Remedies has turned drug marketing on its head:
But what most distinguishes Help is that they are in drug category in the first place: “Everybody in branding starts snack food and beverage businesses,” says [co-founder Richard Fine.] “They chase after these categories where there’s already a lot of brands…there’s 8,000 small beauty brands out there. In pharmaceuticals, you have the big companies, and then you have us.”
Love the zag!
Original post: http://deniseleeyohn.com/bites/2012/04/13/hip-help/
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