You have to figure out your own story and your company’s story in a way that catches people’s attention and makes it interesting. You have to figure out how to tell the story in a way that is memorable - or sticky - and gets your audience asking for more.

You may have noticed a small change. A new logo in our email signatures.

If you've visited the Messaginglab site, you'll have seen an update.

Let me share why we made those changes.

I sat down with Britni to learn more about K18’s marketing efforts and the lessons emerging biotech companies could take from their storytelling success.

In my last post, I wrote about brands and brand building. This week, THE ECONOMIST ran a story on brand building titled “It Has Never Been Easier to Launch a New Brand.” The article explains why you’re seeing so many new brands -- Harry’s, Allbirds, Casper, among them.

Why is it easier to launch a new brand?

Because it’s never been easier to identify, target, build, and connect with an audience. The thing that differentiates these new brands from the old incumbents is their story.

In 2019, we helped redesign and launch two new brands.

Building those brands was a special treat for us since it required using the following skills: research, assembling a team of designers, packaging specialists, and specialty printers. It also required leadership skills.

Both brands are on the market and are doing well. Ask us about them.

If you are building a brand, you may need to start from the beginning.

Here’s the Biostrategy Canvas mentioned in What’s Your Biostrategy? How to Prepare Your Business for Synthetic Biology.

Biostrategy confers the ability to incorporate biology or biotechnology into a business, to survive and thrive under rapidly changing conditions. Biostrategy begins as an idea, is expressed in words, then gets translated into actions.