Branding is not a way to describe a product it is a way to evoke an
emotional trigger. Nike's "Just do it" clearly does not explain that
Nike makes shoe, but it clealy evokes an emotional trigger. AOTA has
been trying for many many many years to explain the concept of OT to
the general public failing to do so. This new branding is meant to
evoke an emotional trigger in which people will find out for themselves
what OT is all about. This learning might occur these days via google
and hopefully leading them to the AOTA page. People only care to learn
about OT for a few reasons 1) curiosity 2) they or a loved one are
going through OT first hand. The emotional trigger in my opinion is to
promote reason #1. But as Ron strongly point out many OTs are giving
the puplic is distorted picture of reason #2 making the issue more
complex then it has to be. My vote is to continue #1 but to come down
hard on the OTs that distort #2. Don't know how to do that, but it is
my vote.
Chris
-----Original Message-----
From: d. chang <[email protected]>
To: [email protected]
Sent: Mon, 13 Apr 2009 8:15 pm
Subject: Re: [OTlist] AOTA's "BRAN" Bus
occupational therapy is so confusing.
On Mon, Apr 13, 2009 at 9:11 PM, Ron Carson <[email protected]> wrote:
Carmen, I think the concept of "living life to the fullest" IS
static.
Living life to the fullest is really a value statement about a
person.
In other words, it describes a type of person. And I believe that
this
value is fairly consistent across the life span. While values
certainly
do change over time, we generally, do NOT go back in fort between
what
we do and don't. So, I think the "living life to the fullest" is a
value
statement that is expressed through an individual's occupations.
While
the occupations may change, the values being expressed are
generally
consistent. Really, these concepts are fascinating and quite
intriguing
to me.
The whole purpose of branding is creating a unique identity that
is
associated with our product. If other professions are associated
with
"living life to the fullest", then the branding campaign has
miserably
failed.
Ron
~~~
Ron Carson MHS, OT
www.OTnow.com <http://www.otnow.com/>
----- Original Message -----
From: Carmen Aguirre <[email protected]>
Sent: Monday, April 13, 2009
To: [email protected] <[email protected]>
Subj: [OTlist] AOTA's "BRAN" Bus
CA> I think words are taken to a far too rigid context. If a
patient
CA> chooses walking as their main area to make their life complet: So
be
CA> it! PT should be helping them feel whole and live to the best
they
CA> can...The same principle applies to the MD who takes the cancer
away
CA> or he pain away; or the nurse that cures the wound or resolves
the
CA> constipation issue, or the massage therapist who takes the back
pain
CA> away...etc. My point is healthcare delivery is not and will never
be
CA> the property of one discipline. The branding is a tool to
help
CA> identify what we do ; no brand will never capture all areas
of
CA> function at 100% because among other things, we are dealing
with
CA> people: complex beings that change and evolve and will never
have a
CA> static concept of living to the fulllest. what is relevant to
our
CA> client now will soon change . The branding will never be able
to
CA> capture the magnitude of a full life but help us point our
efforts
CA> to get as close as we can.
CA> Carmen
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--
daiana
www.dchangphoto.com
www.flickr.com/photos/dchangphoto/sets/
Let it go and let it flow - me - I am only one, but still I am one. I
cannot do everything, but still I can do something. I will not refuse
to do
something I can do. If I advance, follow me. If I stop, push me. If I
fall,
inspire me. He, who loses money; loses much; He, who loses a friend;
loses
much more; He, who loses faith; loses all. If you can imagine it, you
can
create it. If you can dream it, you can become it ( ;
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