The Case for Using Jargon: Brand Communications for Digital Health
I’ve been thinking recently (okay, maybe overthinking) about the writing advice often given to digital health and technology companies. Namely, the suggestion that for these industries to connect with people, they must be clear, jargon-free, and human-centered in their communication. And I’ll be the first to admit that I’ve said some of these things myself. […]
Digital health and tech: the battle for talent is won on brand purpose
For digital health companies, hiring and retaining talent has become a bit of a tug of war. The fiercely competitive market has led to a “revolving door” culture emerging, and companies are losing talent as quickly as they find it. So, is there any way to change this? According to recent studies, it’s all about establishing a positive brand purpose. […]
Code red! All these brands look blue!
Have you ever heard of the blue branding trope in digital health? If you haven’t don’t worry, I’ll explain what it is, and how it came about: In digital health, many brands have adopted a visual identity that’s very, well, blue. In fact, according to 99Designs, over 80% of leading healthcare organisations have predominantly blue […]
Talking trust: The future of digital health communications
So lately, we’ve been wondering… What will the future of patient communications look like for digital health brands? Without a doubt, the pandemic has already changed the way we interact with one another, and for some companies, it has changed the communication model completely. Why do digital health brands need to refocus on their communication? […]
Are & Be Anniversary! Three changes we made in three years.
Today, Are & Be turned three. And it’s safe to say, these last three years have brought a lot of change. Our team has grown, our services have niched, and our business survived a global pandemic. So, in celebration of our brand design agency reaching its third anniversary, here are three huge changes and learnings […]
Refresh, reposition, or rebuild? Help customers fall in love again
What will 2022 bring? This month’s Google searches reveal apprehensions and uncertainty around the new year. Some driven by positive potential; ‘Will 2022 be a good year?’ Others fuelled by pessimism and fear; ‘Will 2022 be the worst year?’ Unfortunately, we don’t have the answers either. One thing we know for sure is that with […]
4 brands making Christmas meaningful
Christmas is around the corner, and along with it, the familiar “all together” message that circulates each year. The message, whilst a cheery notion, is frequently met with the suspicion of “brand box-ticking” if companies aren’t willing to be consistent with their community-focused messages all year round. In this post we’ll shine a spotlight on the brands […]
Christmas ads 2021 – Top Trumps
With Christmas swiftly approaching, many brands have released their ads for this year. The promotion of Christmas ads is a great time for brands to showcase their personality, their values, and occasionally, they’ll mention what they are selling too. As a lover of all things Christmassy and working as a marketer within a creative design agency, strategic brand moves […]
Suspense: meet your brand’s new superpower
So, it’s been years since I studied film, but ever since working in a brand design agency and entering the big world of brand marketing, one film theory has always strangely stuck with me. Coined by Alfred Hitchcock, it’s called the ‘bomb theory’. Here’s how Hitchcock defines his ‘bomb theory’ process in order to explain how he creates fantastic, tense, horror films: “Let’s suppose that […]
3 big branding myths busted
As some of you may or may not have read in our most recent blog, Are & Be’s new hire Jesamine discovered that branding is storytelling. We figured that much like storytelling, in the world of branding, it’s important to clarify fact from fiction. So, in this short post, we’ll pick apart, debunk, and dissect […]