ASCO is the world’s leading professional organization representing physicians who care for people with cancer. The Journal (JCO) is the most widely read oncology periodical in the world. ASCO selected us to provide strategic positioning and branding for JCO and to develop a brand story that captures both the tangible and intangible emotional elements and essence of the brand— promise, personality and positioning. After conducting in-depth author, reader and staff research, we developed a complete brand platform, including:
Brand strengths/differentiators
Functional brand benefits
Emotional brand benefits
Brand personality
Brand essence (the elevator pitch)
Brand positioning
Key value propositions
Tagline
We are now creating an integrated marketing campaign anchored by this insightful brand story.
“Oh, my dear friend. How I’ve missed you.”
— C-3PO