NEWS & VIEWS
Bucking the trend: Marketing’s increased importance in a down economy
By Andrew Tognolini In just a single week earlier this year, two U.S. banks failed–not exactly the sign of a booming economy. So while not technically official, most economists agree that the U.S. is likely to experience a recession in the not-too-distant future. In fact, one research analyst recently put the likelihood of a global downturn at 98 percent. Ironically, for those of us in marketing roles, economic downturns can breed opportunity. History has shown that the right marketing strategy combined with brand innovation can often be the difference between success and failure during an uncertain economy. “Increase Spend or…
C3: Branding the leading consultancy for 501(c)(3)s.
The assignment began with the project name: Newco. Simple enough. Brand an entirely new company. Uh, ok. Create that out of thin air to help leading national healthcare performance consultant, Sullivan Cotter, spin off the business it does for nonprofits beyond the healthcare sector—those in philanthropy, education, research and the arts. At Rule of 3, we were thrilled to be awarded the assignment in 2022, and six months later a new brand is here. Say hello to C3 Nonprofit Consulting Group. The name C3 was penned to harken to the 501(c)(3) designation, and along with naming, we supported this new…
The era of the purpose-driven brand.
The Rule of 3 team has been proud to partner with PathogenDx for several years now—but it’s our latest work that perhaps best sums up why. Our new eBook, “Why It Matters,” connects the b-to-b storytelling we’ve been doing for years to the real-life human benefits that happen down the line. Today, our clients are laboratories choosing a testing platform that delivers unrivaled accuracy with lower costs and rapid results. But ultimately, it’s somebody eating food that is safe or quickly being diagnosed for a viral infection that realizes the significance. Here we present five stories of patients that, with the advancements of…
From Caring Hearts to a Renewed Commitment
Since its founding in 1984, Supplemental Health Care has established itself as one of the leading healthcare staffing companies in the US. SHC separates itself from the pack by channeling the power of caring hearts into staffing services that meet the needs of healthcare professionals and committed healthcare organizations. At the end of the day, Supplemental creates connections that improve the quality care for patients and even fuel miracles. At Rule of 3, we’ve been proud to connect our own talents to the SHC mission. The work for SHC began with the development of a purpose-driven brand strategy, lead by…
Scratch that pillar of our company: How advertisers create challenges for us folks in marketing
Inflation is in the news. Many people are combing through their budgets to find unnecessary expenses to shave, and the market as well as companies seem to be trying to adjust to that behavior. The difference in the reactions is intriguing. Recently, Netflix announced a $6.99 a month ad-supported subscription tier. This is a big moment for the company, as they’ve always heralded themselves as the anti-ad streaming platform. It takes courage to backtracked–but if the goal is to adjust to new realities (and prevent laying off a chunk of your workforce), the move seems gutsy. Twitter couldn’t be further…
Birdy or Bogey? Launching a Golf League in an era of digital activism.
Every day, companies struggle with “reputation management.” Oftentimes, it’s something easy to grasp—a restaurant struggles with take-out order delays and gets roasted on Yelp, or an ecommerce retailer battles poor execution on returns. But what happens when a “product” (in this case, the new LIV Golf Tour) is scrutinized based on actions of its primary funder, a Middle East state? It’s an interesting question for everyone that is considering the role of marketing in supporting reputation in the modern digital age. The Situation LIV Golf is a professional golf tour financed by the “Public Investment Fund,” an umbrella name for…