Brand Design for Health Care Business Advantage: Communications as a Strategic Lever
David Miller: Partner & Director of Brand Strategy, STOKE, discusses brand design at the Healthcare Communications Forum, hosted by Insight Forums.
Health care marketers face significant challenges to developing clear brands. The clutter of messages about “quality,” the barrage of “world-class” technology claims, and the proliferation of “Institute” names has resulted in a vast sea of sameness. Leading organizations in other industries - among them Starbucks, Target, Whole Foods, and Apple — are using the principles of brand design as a strategic driver, and an effective platform for market differentiation.
This session provides insights into how brand design is being and can be used in the context of health care to create high-performance businesses.
Watch this session and you will learn:
- How brand design correlates to business performance
- How to measure the performance of your brand and compare it to your competitors’
- How to integrate brand design into your strategic planning and to organize brand design programs within your organization
- How to use brand design to shape your customers’ perceptions
David Miller
David Miller
Partner & Director of Brand Strategy, STOKEDavid Miller has a diverse background in strategic marketing and brand development. As a founder of STOKE, a Seattle-based brand design firm, he works with leading health care, financial service, technology, and consumer product clients, using research and strategic planning to guide clients to the organizational change and market positioning that creates winning brands.
Mr. Miller has worked with GE Healthcare, Starbucks, McDonalds, Swedish Medical Center, Colliers International, Callison, Fred Hutchinson Cancer Research Center, AAA, Safeco, The Bill and Melinda Gates Foundation, the University of Washington, and Children’s Hospital. His work has been recognized by Advertising Age magazine with the “Newspaper Marketer of the Year” award, and The Puget Sound Business Journal recognized him as one of Washington’s “40-under-40,” placing him among the top young business leaders in the Northwest. He was named as one of Graphic Design USA’s “50 People to Watch.” A noted public speaker and guest lecturer at the UW’s MBA program, his writing has been published in Brandweek, HOW Magazine, Communication Arts and Marketing.
Mr. Miller has served as President of Marketing Communication Executives International (MCEI), on the board of The Fred Hutchison Cancer Research Center-Business Alliance, and as board chair to the American Marketing Association in Seattle.
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