By Sandeep Vasudevan, Partner, Presciant Let’s be blunt. If your marketing budget is like most, it isn't strategic. It's inherited. Last year’s number, nudged up or down depending on mood, margins, or whether the CFO had caffeine that morning. We…
Senior marketers spend careers telling the world why brands matter. But as we sit down to Thanksgiving, it’s worth asking a more uncomfortable question: If your brand were a guest at the table, would people be genuinely grateful it came…or…
by Chidera Nwogu Unencumbered by inertia and existing ways of working, Africa is leapfrogging ahead of the world, leveraging the latest technologies to great effect. This is our second article on the brand dynamism of Africa. The last one highlighted…
by Nikhil Gharekhan, Managing Partner, Presciant The power of a hospital brand is highly relevant to marketers today: Speaking with executives at this year’s SHSMD conference, I felt deep angst among marketing professionals in healthcare in the US these days. The…
by Ian Duncan Every CEO knows transformation depends on momentum. Few can explain how to create it. Here’s the equation that changes that: P (momentum) = M (mass) × V (velocity). It’s physics. But it’s also the hidden math of…
by Lisa Merriam Your hospital system brand is a powerful, often underused tool. Indeed, the concept of “brand” is often misunderstood and undervalued. A brand is more than merely a logo, advertising campaign, or tagline. Viewed in total and used…
by Nikhil Gharekhan, Managing Partner, Presciant Best practice for hospital system marketers is to not just measure NPS, but to also track brand equity. And no huge investment is needed—it’s simply a matter of making sure the right questions are…
The Marketing Hall of Fame recognizes marketing leaders who have made outstanding contributions to the field of marketing. Presciant’s Joanna Seddon joined with Presciant’s brand strategy expert Bob Kahn launched the awards ten years ago and supported a decade of…
We are thrilled to share that Joanna Seddon will be honored with the Silver Apple Award, bestowed by the Marketing Club of New York. The award celebrates her extraordinary career achievements and leadership in marketing, and also her unwavering commitment to elevating…
By Yitzchak Grant with Joanna Seddon The brand disaster of the Kraft Heinz merger The brand disaster of the Kraft and Heinz merger began with the deal engineered by Warren Buffet and 3G Capital. They touted the promise of the…