Nike made an even more incredible amount of money on top of its
gazilion because of the power of branding. Branding is not just a
picture or a slogan but a campaign to subconsiously get into the mind
of the public. The "Just Do It" campaign made some of us believe that
we needed a pair of differeint shoes depending on what activity we were
doing a) walking b)running c)cross training d)tennis e)basketball f)
Hicking g) etc etc. Don't you think it worked?
I do not think that AOTA only intends to come up with a poster, a
slogan, and then have a bunch of us hang them up. I think this is
going to be an entire campaign for this branding process, in which one
component will be to clearly define what we do. Now what they plan on
doing or how they plan on conveying the message I have no idea, but I
am excited to see.
I personally would love to capatilize off the popularity of
reality/science based shows/medical shows. How many people learned a
little more about CSI people from when watching the show. Even though
it overestimated the scope of CSI peoople it still evoked an emotional
response. Why not have a dramatization show of miracle patients who
make a miraculous recovery in rehab. I am positive that every rehab
deparment has at least one incredible story. They then can demonstrate
clearly what each discipline does over time. Ron can be the director
so he can cut all of the peg pushers or cone lifters.
Chris
-----Original Message-----
From: [email protected]
To: [email protected]
Sent: Tue, 14 Apr 2009 9:52 pm
Subject: Re: [OTlist] AOTA's "BRAN" Bus
Well branding does not work on everyone, but AOTA sources say that the
poster evoked an emotional response on a significant amount of
marketing voluenteers.
-----Original Message-----
From: Caryn Carson <[email protected]>
To: [email protected] <[email protected]>
Sent: Tue, 14 Apr 2009 8:46 pm
Subject: Re: [OTlist] AOTA's "BRAN" Bus
As a non-OT, but who has a vested interest in OT, since I am married
to one, I wanted to add my opinion of the "branding" poster. When I
looked at the poster, I felt nothing. It did not incite me to do nor
think anything other than "what does and icecream cone have to do with
OT?" I think that is sad, considering I know a little about the
profession. Had I have known nothing, I would have simply shrugged my
shoulders at the poster and moved on in my life.
The Nike branding at least they show the shoe...they didnt just say
"Just do it" and show you pics of an icecream cone or even a track
(that you could run on in their shoes) or a treadmill or anything like
that. You know it is about shoes! The slogan only stood on its own
after the gazillion dollars spent promoting it with the shoes...
Shouldnt an OT "branding" poster show occupation? People fishing,
cooking, walking up a flight of stairs, heck even tying their
Nikes...something to do with the profession??? I cant even tell you
what was on the poster, other than the cone!
Anyway, I have been reading the discussions and had to share a non-OT
opinion...
Caryn
==========================================================
On 4/14/2009, [email protected] wrote:
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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