Billion-Dollar Branding by Honey Parker

Author:Honey Parker
Language: eng
Format: epub
ISBN: 9781614482734
Publisher: Morgan James Publishing

HOW MUCH BETTER DO YOU FEEL NOW?

The Greek deity Chronos is said to be the pre-Socratic personification of time. Apollo represents many, many different things—including medicine and health.

So, you probably now know exactly what happens at a business named Chronos Apollo. Right?

No?

Hmm.

Therein lay the challenge with Chronos Apollo, an “Anti-Aging, Wellness and Medical Aesthetics Clinic” that came to us for re-branding.

We have to admit, there is something kind of cool about the name. Chronos Apollo has a certain ring to it.

It also leaves virtually everyone mystified about what they do.

That typically included the well-to-do, successful, middle-aged woman at the core of their target market.

What we were confronted with was a delightful woman who, as an MD, is utterly committed to making people feel and look better. The patient who comes to her is typically feeling endlessly tired, possibly looks beaten down, and is often suffering from a general malaise that in no way leads to any kind of quality of life.

Without going into great detail about her depiction of the medical system in her country, let it suffice to say that it sounds like things have simply been over-institutionalized to a point where there is very little true care. People can’t talk to doctors. Doctors don’t have time to listen. Patients come through on a conveyor belt and treatments are dispensed. And only one medical problem at a time may be discussed. There are no appointments where a patient can say, “Oh, there’s this other problem I’m having with my…” Stop. Make another appointment.

This doctor we were working with has nothing but time for her patients.

They talk.

She listens.

Based on each patient’s unique circumstances, she devises a course of treatment to help her patients feel more vital, more youthful, more alive.

Some of the treatments might be traditional. Others might be homeopathic or naturopathic. Acupuncture might be involved. Laser skin treatments could be part of the regimen. It all depends on the patient’s unique circumstances.

And does this all work?

Read the letters from her patients.

They rave.

Women who had been suffering under a gray cloud, living dreary and sometimes even chronically painful lives describe extraordinary relief and joyous renewal.

Where a typical doctor might just listen to the problem, write a prescription and move on to the next patient, the Chronos Apollo experience was very different.

As a patient, you had no choice but to participate in the treatment.

And the result is utter transformation.

It is really, really difficult not to like this doctor and her entire modus operandi.

And on the face of it, the branding solution seems almost painfully simple.

The name of her clinic is now…

Better.

The tag line is “Feel. Look. Live.”

The attitude is upscale. Think: private club. The logo is elegant and distinguished with an air of Tiffany about it. This is an elective course of treatment often undertaken by wealthy women or female business executives. These are women who believe they deserve better—often the best. Accordingly, the brand’s upscale appearance and vaguely Tiffany-esque evocations are no accident.

Chronos Apollo may have possibly left the core customer inferring the right thing—but not likely.

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