Chasing Cool in Healthcare

Interbrand Health

Could the creative limitations of healthcare branding today be the result of an industry trying too hard to be liked? As our teenage-selves would tell us, insecurity is never cool. When concerns about perception become more central than authenticity, there is something seriously wrong.

This seminar explores what makes something “cool” and demonstrates that if you chase it, you’ll never achieve it. Instead could the ‘sea of sameness’ and the scepticism of the industry be reversed by greater conviction about what a brand stands for and taking pride in what it does? Approaching our creative work with real integrity and truth, healthcare brands have an opportunity to end up being cool after all.

R. John Fidelino, Executive Creative Director, Interbrand Health