Читать книгу A Guide to the Scientific Career - Группа авторов - Страница 139

For years the community pediatrician's practice referenced above has not had a particularly unique or memorable logo. They have called themselves Pediatric Associates. Half of the partners have professional photos of themselves on hand. Working with a brand strategist, he creates a new, more memorable company name and unique, appealing logo. All of the partners work on their personal branding to ensure that they have resumes, bios, and photos at the ready that support their company positioning. Their new company name becomes Parents' Choice Pediatrics Associates with the tagline, “providing prompt, leading‐edge care.” By creating a unique name that doesn't just describe their general service, they take advantage of the opportunity to describe what sets them apart − their understanding of what matters to parents. And it implies far more than just excellent care.