Posts by Ed Illig

Ed Illig

About the author | Ed Illig

Ed writes on the importance of brand design, brand experience, and consumer engagement as business assets. And how creating, sustaining, and leveraging that brand equity advances stakeholder value for any organization.

The branded house: What it is, how to develop it, and why it matters

Mercedes-Benz is known for its branded house model

Welcome to the second post in our series on brand architecture models. This article will explore the first of several foundational models: the branded house (or core brand).

Get answers to what it is and why it matters. Future articles will delve into everything you need to know about other models:

House of brand

Endorser brand

Source and hybrid brands

Did you miss our introduction to this series? Check it out by visiting “Brand Architecture Models: An Introduction, Thoughts, and Perspectives.”

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11 healthcare marketing buzzwords to stop using (and what to say instead)

photo of a healthcare marketing specialist removing buzzwords from a campaign

Buzzwords are not unlike eating too many carbs, they vibrate for a moment but offer little substance over time. That truth applies to all communications and marketing, particularly when it comes to healthcare marketing buzzwords. Like other highly-regulated industries looking to reach general consumer populations, healthcare marketing requires clarity and simplicity. Buzzwords can feel hip, […]

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