Audacity / Overuse

The Story

These self-promotional pieces demonstrate the problem of “overuse” in life science marketing. In the first concept, a series of screen grabs from several web pages reveals just how undifferentiated each of these brands are from one another. This is what the wandering customer sees. Each new brand encounter blurs with the last, until ultimately, every last shred of difference is negligible from one company to the next. The second concept illustrates the tendency of life science companies relying too much on they same product imagery and beauty shots they always do. You wouldn’t reuse most of that equipment in the laboratory for good reason. Reusing it for your marketing makes just as much sense.

Businesses don’t have to suffocate their brands for the sake of conformity and convention. There is no reason to fall into the lull of traditional life science marketing practices, especially when – even on their best day – it enables brands to stand out as much as a sugar crystal in heap of salt. Life science companies have an entire sea of marketing possibilities out there to explore. Strip away the clutter, take a deep breath and dare to try something a little radical for a change. Doing the same thing as everyone else has not and will not do your brand any favors in the long run.