In branding, the strategic idea (or claim) is the bank. The ads, promotions, events and deeds of marketing are the deposits. The bolder the claim the better the branding. The weaker the claim the limper. When Orson Munn and Peter Rabot created the tagline “Amazing Things Are Happening Here,” for NewYork-Presbyterian, they went bold. Really bold. If the litmus for every ad was “amazing things” then they had their work cut out for them. When they learned Deathstalker Scorpion venom aided in treating brain cancer, they made an ad. When a child with rampant abdominal cancer had all of her organ’s removed so she could be treated and live to tell about it on a TV commercial, she amazed the country…on the Super Bowl.
It’s hard to be amazing every day, yet Messrs. Munn and Rabot built a brand doing so, making way more deposits than withdrawals. Munn Rabot no longer works with with NewYork-Presbyterian and it shows. NewYork-Presbyterian knows they own a great idea and kept the tagline but to the new regime, amazing means buying a new hospital (Lawrence Hospital) and investing in new equipment. (Click on ad from today’s NYT.) I’m sure there are lots of amazing things happening at Lawrence Hospital that could have been brought to light with a little digging. That’s branding trade craft. Unfortunately, that was lacking.
Ideas need heroes. Ideas need management. Alas.