Biotech Branding: There’s a lot you can do and say before FDA.

Thursday, April 27, 2017

By Farida Fotouhi, President, Reality2 Branding and Marketing “What, we can have a website before we have regulatory approval?” I was surprised to get this question from CEO’s of two innovative early stage companies at a recent Larta/NIH CAP Fast Forward Feedback session. One was a medical device and the other was a therapeutic. Both innovations promised to be

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Re-branding a medical tool that will make kids cheer.

Wednesday, December 21, 2016

Even though 80% of kids get ear infections, there has never been a way to diagnose them accurately. I didn’t know this till I met the founders of PhotoniCare, who told me they’d invented the first tool that lets doctors see through the eardrum to the middle ear, where the infection is. PhotoniCare’s groundbreaking new technology is going to

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E-book: Get people as excited about your technology as you are.

Tuesday, October 11, 2016

If you’re like most companies propelled by engineering innovation, you probably haven’t paid much attention to branding or marketing. Creating your product has been your life. Technology has been your focus. When the time comes to take your company to the next level, you need a story that’s as compelling as the technology itself. A story that’s simple and

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Sign #6 that your company’s message is obsolete and it’s time to reposition.

Monday, December 28, 2015

Disruptive technologies have changed the game, creating new options, platforms and purchasing patterns in both B2B and B2C business environments. Major events and trends also drive change and require a re-evaluation of marketing messages. Used to be, these milestones occurred once every two or three years. Now they do practically every week! Do you surf? (we don’t either, but

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Sign #2 that your company’s message is obsolete and it’s time to reposition.

Friday, December 25, 2015

Your prospects have different priorities. Or more choices. Price and cost savings may be a bigger issue than they were before, which means value-added selling is a key to differentiation. Or, your old market is shrinking. You’re shifting into new segments with a whole new set of needs. But we don’t need to tell you this. This is what

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Sign #5 that your company’s message is obsolete and it’s time to reposition.

Tuesday, December 22, 2015

Very common with technology companies. After a half-hour discussion or visit to your website, the question you get is, “What do you do, again?” Time to focus and simplify. You need a simple, clear value proposition. And a messaging strategy that comes from your customer’s perspective. Not your developer’s. This holds true whether your audience is OEM engineers, systems

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Microsites in B2B marketing: a formula that works

Sunday, December 20, 2015

Turns out a guiding principle of online consumer marketing works for B2B as well. Instead of sending respondents to a general corporate website, send them to an interactive landing page or “mini site” developed specifically for the campaign or vertical market.   Here’s the secret formula we’ve refined over the past 12 months to create engagement: Give information in

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A tech marketing lesson from 10,000 happy chickens

Saturday, December 19, 2015

Simplify. And simplify again. This is a good exercise for any tech company trying to come up with a value proposition in a nutshell. We just got a new client in the data communications field, with a highly complex product, and our biggest contribution has been to make it simpler to understand just exactly what they do. Reminds me

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A model for cleantech marketing: what’s the ROI?

Friday, December 18, 2015

Wouldn’t it be nice if a product could sell just on the strength of its benefit to the environment? Whether you reduce waste, greenhouse gas emissions or dependence on foreign oil, a reality is that nobody’s going to buy your product just because it’s green, particularly in the B2B space. Sustainability is great, but what’s important is a sustainable

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Sign #7 that your company’s message is obsolete and it’s time to reposition.

Monday, December 7, 2015

When you first started, you could get by with the home-grown approach. Now you’re ready for the next leap forward. It’s time to bring in professional marketers for strategy and execution. Sure, some companies never grow up. And they manage to be successful. But as a rule, in business as in life, making a professional impression, being clear and

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Are you being commoditized?

Sunday, December 6, 2015

“We’re being commoditized. All customers care about right now is price.” This is a grim statement, tantamount to a curse. If your customers are scrambling, saving money is going to float to the top of the purchase criteria list. Unless you’re a behemoth that can afford to discount and take it in the shorts for a while, or else

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Reinventing print ads for a digital world

Thursday, October 15, 2015

The other day I was thumbing through a business magazine and was struck by how many print advertisers were missing a huge opportunity. In today’s digital world, print ads can be an entry point for a sustained online conversation that can convert mild interest into a sale. Instead, many of these B2B ads just sat there. There was no

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The 7 most common marketing mistakes manufacturers make: my ebook

Thursday, October 1, 2015

I just wrote an e-book that came out of a conversation with a friend of mine who manages a government program to help U.S. manufacturers who are being slammed by competition from overseas. Helping US manufacturers confront new global competition When low cost rivals from overseas steal business from established American tech companies and manufacturers, it can come as

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Sign #4 that your company’s message is obsolete and it’s time to reposition.

Wednesday, July 15, 2015

It was an innovative concept with great potential, but didn’t pan out as expected. You’ve learned where the true opportunity is, and it’s time to pivot. Fast. Good luck. You have a lot to do! While talking to a marketing company at a time like this may be the furthest thing from your mind, the concept is not as

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Sign #1 that your company’s message is obsolete and it’s time to reposition.

Wednesday, March 18, 2015

You’re bigger, more diversified, smarter, and/or more focused than you were. Your technology and products are better. Your service has improved. You’ve made a strategic acquisition to increase your reach. We see it all the time: a company spends gobs of money developing new products or updating others, making them more competitive and appealing, and then totally forget the

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