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


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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.
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Keywords: analytical marketing; analytics; artificial intelligence; branding; emotional branding; native advertising

Document Type: Research Article

Publication date: December 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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