I saw something this morning in The Guardian (Monday’s media day – stereotype me!). It seems that many in the TV world are struggling to build shows/brands that can spread across the range of media channels that exist today.
Stephen Armstrong’s article highlights emotional charged teen drama Skins as a successful example. He states that in these times of hardship the need to create successful media brands that deliver more than one programme, spur numerous spins offs across the multi-media landscape has never been more acute. Despite a complete change in cast and writers audience loyalty has remained, viewer contribute to stories, costumes, download the unsigned soundtrack, upload their tunes and even write scripts that are then filmed as webisodes. The shows co-creator Brian Elsley puts this ongoing channel neutral success down to staying close to their audience, being careful when selecting storylines and never letting their audience feel that they are alone.
We tend to be OK stretching our brands across media – admittedly in a less competitive world that entertainment. But this all sounded relevant to our world, especially when we are planning franchise offerings, extensions and channel planning.
PS – thanks to Ian for the headline his best to date
We were interested in the Consistency over coherence debate recently posted on adliterate.com, which questions the importance of identity-driven communication. Should a brand repeat itself for the sake of recognisability?
Convention in healthcare communications says yes. HCPs lack time – the mental link must happen, and quickly. Consistency also makes sense when global visibility outranks the needs of diverse markets. Waning production budgets make this a fact of our industry.
Clearly we need to retain some consistency in our creative work, but brands can also capitalise on the much bigger premise of coherence. That means staying true to your message first, thus having more freedom in its execution. This brings meaning to brands – your materials and tactics don’t just strike a chord because they look the same, they resonate because they mean the same.
It works because your big idea becomes more than the sum of its parts. When we talk to doctors, why not be that much braver – who says they can’t put two and two together after all?
The real benefits of coherence lie in consumer marketing. New media has a lot to do with patient power. As people search wider for answers in healthcare, so we gain new ways to reach them. Our brand becomes a stream of conversations that evolves along with the community around it. Take a step back and you see how big and relevant the picture has become.
Agencies must face facts – the definition of integration has moved on. Let’s commit to bigger, braver thinking in healthcare with coherent strategies that everyone can profit from.
