Brand equity is the sum of your brand strength, market strength, and financial strength. And, brand strength is comprised of the brand promise, brand experience, and brand architecture. These three brand elements can lead to loyalty and commitment. However, loyalty is behavioral while commitment is emotional. And, loyalty can be bought, commitment cannot. What is your brand’s voice and is it ‘meaningfully differentiated’ enough to attract and retain customers more effectively and efficiently than the competition?

Your website is a virtual brand experience. What if we told you that, on average, 8% of hospital/system website visitors felt that experience created new negative feelings towards the brand they didn’t have before? Now, multiply that 8% times the number of unique annual visitors to your website. Does that number scare you? Measuring how visitors experience your site and what they do on your site is critical to ensuring your website becomes a positive relationship building experience and not an unpleasant transaction.

Truly great advertising is as much art as it is science, and great ads become part of the American fabric. While research can’t predict which ads will become ‘all-time hits,’ it can make the difference between and effective campaign and an ineffective one. The cost of an ineffective advertising campaign reaches well past dollars and cents, right into the heart of your brand’s equity. Does your advertising capture the hearts and minds of your target audience?