I dont believe people bought Nike's because they thought the shoes were necessarily going to make them a better athlete, but a better person, because they would fit it...it was more of a jump on the bandwagon, be popular thing...the "branding" did help sell shoes. Is AOTA trying to sell OT? Or tell people what OT is REALLY about? What is the branding going to do for the profession? I think there is a difference in selling a product and in selling a profession or trying to get people interested in what a profession is about.
I really do hope I am wrong and that I just dont really "get the branding" thing...I do see branding all around in advertising, but feel most are relevant to a selling a product or getting you to remember a company name. IF AOTA wants people to think about OT at least have one symbol or brand that is consistent...all I can think of for OT now is the icecream cone...guess I just think different than the average consumer... Caryn ========================================================== On 4/15/2009, [email protected] wrote: > 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 >>> >>> >>> >>> -- >>> Options? >>> www.otnow.com/mailman/options/otlist_otnow.com >>> >>> Archive? >>> www.mail-archive.com/[email protected] >>> >> -- >> 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 ( ; >> -- >> Options? >> www.otnow.com/mailman/options/otlist_otnow.com >> Archive? >> www.mail-archive.com/[email protected] >> -- >> Options? >> www.otnow.com/mailman/options/otlist_otnow.com >> Archive? >> www.mail-archive.com/[email protected] > -- > Options? > www.otnow.com/mailman/options/otlist_otnow.com > Archive? > www.mail-archive.com/[email protected] > -- > Options? > www.otnow.com/mailman/options/otlist_otnow.com > Archive? > www.mail-archive.com/[email protected] > -- > Options? > www.otnow.com/mailman/options/otlist_otnow.com > Archive? > www.mail-archive.com/[email protected] -- Options? www.otnow.com/mailman/options/otlist_otnow.com Archive? www.mail-archive.com/[email protected]
