PBDH welcomes our newest, cutest and most cuddly housemate yet, Scout Phinney-Bischoff (not sure if that's hyphenated or not). Congrats to big brother Woody (who is equally as cute and cuddly) and proud parents, Leslie and Karl. Bring on the chew toys and puppy breath!
Growing up I loved being part of a team. I made fantastic friends, challenged myself to achieve new goals and celebrated shared victories. Being part of a team was always better than going it alone. The same is true now, in my worklife.
Teamwork and collaboration are principles we pride ourselves on at PBDH and when you really get to put that collaboration into action, great things can happen.
Take for example our client, BECU. We’re part of a group of creative agencies and firms that work on various segments of BECU’s marketing efforts. Together with 5ive Creative, we develop environmental graphics and help design the new Neighborhood Financial Centers (NFCs) that BECU is constructing. Once or twice a year, all of the agencies come together for a Creative Summit where we discuss what’s working and what’s not and brainstorm new ways to achieve our goals. Participants include creative directors, designers, writers and account leads from DNA Brand Mechanics, Zaaz, 5ive Creative, PBDH and BECU’s inhouse team. The results are always eye-opening and the perspectives that are shared are invaluable.
Recently BECU hosted a brainstorm session with all of the agencies and we developed strategies and tactics for reaching out to new markets. The ideas opened new possibilities for both the internal and external teams and we’ll be executing some of them at their newest NFC in the University District (opening on the 1st of the year).
There’s a lot to be said for BECU’s willingness to bring all of their vendors together. Perhaps that’s why their brand is so successful. There really is success in numbers.
Lately I’ve been taking note of companies that really make an effort to create a positive environment and experience for their customers, and sadly, those that don’t. Granted, many factors come together to create a positive experience for a consumer—from finding a convenient parking space to being greeted by a friendly staff person. But why is the actual environment—the aesthetics, the architecture, the signage, the paint color—so often overlooked by marketers and business owners?
Many retailers, restaurants and other service-related companies really hit a homerun in this department. A few of may favorite brand experiences include shopping at the flagship REI store in Seattle or slurging for groceries at Whole Foods. My favorite weekend getaway is a visit to The Inn at Langley. These experiences are memorable, unique, healthy and inviting.
So, it could be argued that grocery stores and retailers and even a few banks, really have come a long way in creating a positive brand experience. But what about the healthcare industry? Why does going to the doctor, dentist or physical therapist have to be such a mediocre experience? Even if you have the best physician in town and you’ve had a great check-up, you may walk out of the doctor’s office feeling sub-par. Was it the drab walls or the beat-up carpet?
Marketers, brand managers and business owners: don’t think your job stops at producing the latest brochure or advertisement. Don’t overlook the value of a fresh coat of paint on the walls. Many healthcare organizations have started investing more in marketing efforts, but why stop at a great ad campaign when you can also create an experience that your patients (and staff) may actually enjoy? The power of a great brand experience may be equivalent to the power of word-of-mouth advertising. Or, perhaps they’re one in the same.