Read about Lippincott's work with Delta in the January 2012 issue of Architectural Digest.

It's amazing to think that the Google search engine is only fifteen years old, closer to ten if you think in terms of its actual commercialization. Over this period, it has been a tumultuous time for marketing, where the advent of pull marketing (one billion Google searches a day and counting!) has eclipsed the traditional model of crafting and pushing messages. Consumers have never had so many reasons—and so many tools—to ignore a brand's messages. John Marshall, Lippincott's director of brand strategy, explains how marketers must evolve to build brands today.

No matter what happens in the courts, Congress, or at the state level, healthcare as we know it is changing. The industry is becoming more competitive. Consumers are demanding transparency. Providers are consolidating and integrating, while insurers continue to face cost pressures.

Is your brand ready?

Hundreds of companies change their names every year. Some are inspired by mergers or PR issues; others want to signal a new direction. Many changes work out beautifully: Would a search engine named BackRub have become one of the world's most valuable brands if it hadn't rechristened itself Google? But a good name is hard to find. Global and emerging markets are more important than ever, and present linguistic hurdles; securing legal and digital rights is ever more complex. In fact, very few corporate names can say it all. Sarah Bellamy, the senior partner who leads Lippincott's naming group, explains:

For years, many large brands targeted Baby Boomers, evolving with them as their spending rose and their needs changed. Today, we face the next demographic transformation—as 70 million Millennials increase their spending and influence. Within seven years, this group is expected to control a full 50 percent of disposable spending. But as—or more—important than their economic power is their vastly different needs and behavior. A recent Lippincott study examined how over 700 brands connect with consumers of different generations. John Marshall, a Lippincott senior partner and director of the brand strategy practice, explains what brands are winning, and why.

As the global head of business development, I'm often asked about how an organization decides that it's time to partner with a branding firm.  While every case is different, here is a list of questions that our clients find themselves asking, and if the answer is yes, that's when they come to us.

The right design does everything for a brand: With a single glance, it tells customers an authentic and compelling story. It’s what makes an iPad different from any other tech purchase, or a Dyson unlike any other vacuum. At Lippincott, we’ve noticed an increase in clients asking for research that ensures that design is on strategy. Suzanne Hogan, Lippincott’s chief operating officer, explains what makes that research so powerful, and how it can backfire:

As consumers become increasingly adept with their digital devices, they've put themselves in charge of the way they experience brands. That means that companies that have worked hard to hone and define their story—right down to the specific color palettes they use to tell their story—are scrambling to keep up. Hues and designs that work in print, on TV, or a laptop may be ineffective on a netbook or mobile phone.

At Lippincott, we know that all this consumer freedom means marketers need to be more deliberate than ever about how they color their customer's world. Su Mathews, a senior design partner at Lippincott, explains:

It's no news that companies cut back on marketing during the recession, nor is it surprising that they are funding new initiatives now. After a period of neglect, some brands may need to be reexamined and refreshed from the ground up. Neil Johnston, Lippincott's senior partner for business development, explains:

Marketers have never been so vulnerable. While technology has enabled people to seek out brands more than ever—an estimated 3 billion times a week—it's also crippled corporate-controlled messaging: over the past decade, ad recall has declined 80 percent despite a doubling of cost. And in this age of radical transparency, a single negative user comment can stay with a potential customer longer than anything on your multi-million dollar website.

In this world where the customer can control your message, how can you drive demand and desire for your brand? At Lippincott, we believe two things matter above all else: authentic stories and inspiring experiences. Senior Partner Michael D'Esopo explains: