In 2010, I worked on the re-branding of Physiologics, a physicians’ nutritional supplement line. This category is poised for explosive growth. To add some sex appeal to the typically bland marketing materials of doctors’ supplements, I incorporated quotes from the Hippocratic Oath, which worked beautifully with the branding of doctors’ supplements.
Quality is a hallmark differentiator that is critically important in the successful marketing of supplements. It’s not easy to write about! For this catalog, we brainstormed a quality theme called The Art of Nutrition. Read the PDF at right for the full story.
The Lesson: My client on this project (a true marketing genius) fixated on discussing quality without using the word “quality.” He was right — when you differentiate down to a subtle microscopic level, you strengthen your brand from the bottom up.