What I look for is a sense of connection and identifying a purpose between the brand and the audience. Today, as brands become bigger than advertising, it’s about feeding a long connection, such as how does this brand fit into a patient’s life. How does it make a difference? How does the story fit into a patient’s journey? We’re not selling graham crackers; there has to be that connection.
The other thing I look for is simplicity. Sometimes I think we are coaxed into telling overly complicated stories. It’s better to figure out what the one thing is that needs to be said and say that and then let the other stuff be discovered as people engage with the brand.