Establishing Collective Brand Value
Written by: Kyle Lin
Everyone’s got their own, self-proclaimed great metaphor to describe brands and branding. I tend to look at any brand, small or large, as a collection— a lot like something you may have collected in your youth like comic books, barbie dolls or stamps.
I was a rock and fossil guy. I loved the idea of stumbling across a great find. Whether in my own backyard or at the museum gift shop, there was something special about that feeling of adding something new and interesting to my collection. The hope that my dusty drawer of rocks would some day be worth a lot of money sometimes crossed my mind, but I mostly did it because I loved rocks and loved the idea of a set of things that were in some way connected. My dad hoped the day would come that I’d stop bringing dust in to the house.
My love for rocks faded and looking back, they were probably never worth anything more than the ground they came from, but my interest in collections as a concept only grew and I later found that it translated well into my career in advertising as an art director, visual designer, and storyteller.
Every brand, like a collection, is a set of things. These things are as much a brand’s products and services as they are a brand’s website, messaging, and advertising. And like any collection it’s silly to think that a brand’s advertising would be judged any differently than the product they’re selling, it’s all part of one large system.
Like any collection there are gems and odd balls and some of them work better than others. My drawer was filled with “cool” rocks like obsidian and pyrite, but I also had a few outliers that worked well in the set like a random clam fossil and a piece of petrified wood. Admirers would usually forego the clam fossil for the shiner quartz crystal, until I explained what the brownish, clam-shaped oval was and where I had found it. The crystal was beautiful, but just a compulsive museum gift shop buy. Once they hear the story of the clam, they understand it’s true value and were often interested in hearing others’ stories.
I later systematically boxed and labeled each rock and the clam fossil became the star of the show. Friends and family were always selecting it over others because I learned how to tell its entire, mysterious story with a few simple words, “Clam Fossil / Age: Unknown / Found: Backyard.” Looking back, the crystal was probably necessary for connoisseur street-cred but I found that people reacted most strongly to my rocks when they had an interesting story to tell.
These days, digital technology allows anyone to start a business and build a brand. To understand the impact, if you look at any parody business website, you’ll agree that the barrier of entry in terms of brand quality is unfortunately lower than ever. Your website is your storefront and might be the first and potentially the only brand engagement that anyone ever has with your product or service. For this reason you should take the utmost care in using it to tell a compelling brand story. And within your brand story each piece—product, service, advertising, or otherwise has a sub-story to tell that should ladder up to a specific emotional idea or a relatable human concept. The art of how you tell this story is the magic that makes or breaks your collection.
Sparkling quartz crystals are great and often shiny prerequisites to grab people’s attention, but once they’re in, if you can’t communicate how your brand fits into your customer’s life as a whole, it may be time to reassess your collection’s story.
Health Catalyst: An agile approach to healthcare data
Healthcare Catalyst is quite literally a healthcare providers’ catalyst for change when it comes to their measurable, data-informed improvement in analytics, software and services.
Founded in 2008 in Salt Lake City, Utah, Health Catalyst is dedicated to enabling health care organisations to build a healthcare-specific, open, flexible, and scalable data platform and fully integrated suite of analytics applications.
This enables health system partners, including Northwell Health in New York which serves a population of 11 million, to realise measurable value within months. “Our customers have recognised the potential to use data, to meaningfully improve their clinical, financial and operational business performance outcomes,” said Mike Doyle, Chief Customer Officer.
Formed by a group of healthcare veterans – with a quest to develop a data warehouse that could handle the complexities unique to healthcare data – they revolutionised the clinical process models and use of analytics and discovered the solution now known as Adaptive Data Architecture, which is agile, flexible and can be implemented in a matter of weeks compared to a matter of years.
Today, Health Catalyst helps clinicians in more than 250 hospitals that care for more than 100 million patients each year.
Health Catalyst offers a solution in three parts:
Data Operating System
Cloud-based DOS is a healthcare-specific, open, flexible, and scalable that provides customers a single environment to integrate and organise data.
Analytics applications build on top of the data platform and allow customers to make measurable clinical, financial and operational improvements.
World-class team of analytics and domain experts leverage technology to help customers shorten time-to-value and achieve sustainable, measurable improvements.
The fully integrated data platform and suite of analytics applications helped clients during the pandemic, in ways even Health Catalyst could never have imagined. Health Catalyst offered products and services to support customers’ agile response to the pandemic in four phases:
“By having the data operating system, our clients were able to take advantage of the integrated source of data to meet challenges that they were facing in their local geographies due to the pandemic in ways that we could never even have predicted,” said Doyle.
Doyle highlighted Health Catalyst’s Value Architecture group, which helps the company ensure that its technology and expertise are delivering measurable and meaningful value to our clients. “I think another key differentiator is our open platform that our clients are able to use to accelerate their own integration of data, but it is customisable, configurable in ways that makes it unique for them in ways other cookie cutter analytics just can’t match.
“We like to start every discussion by listening and understanding how we can help our customers avoid making mistakes and getting the most out of their investment in data.”
Speaking about their partnership with Northwell, Doyle said: “We're very grateful for this partnership and want to thank these visionary leaders who are able to envision a future using data that is light years beyond what we can think of today.”