NCD Brand!
adminRelated to the definitional issues we have had it has been a challenge to communicate the the poorly defined and mouthful acronym of NCD
Apart from definition and the chronic nature of the group of diseases, timing is everything and in some ways the brand of the disease has passed its shelf-life and there is a need to rebrand the long drawn campaign but before that there may be a need to establish what is the current brand. When one looks at the functions it does not compete well in the benefits compared to other programs which has more immediate and we are really looking at the delayed gratification spectrum. In terms of experience it has no intrinsic value and it does not help create a new human being. One could summarise the inevitable brand as a long drawn disease program and a non-starter – everything about the brand is a non- from the start and it is the result of everything about the definition from the start. The 5 Cs is the net result of this brand – cumbersome, chronic, complacent, complex and catastrophic and no wonder no one is buying it and we need to make a shift it as a starter! Noncommunicable = Nonstarter ! There is a need for a shift. How can we make NCD a starter in every conversation of the policy makers.
Brand by association – lime, beer and party for Corona beer – can we associate NCD (or whatever the new name) with something that pulls
Emotional branding – Disney does not sell dolls but happiness —, Coke sells life
What do people associate the brand with? We have celebrities associated with Cancer and not NCD. We have those with Diabetes – not NCD?
The other aspect is Timing – PH and everything in life is about timing – I believe the timing for NCD at the global public health level is long gone and what is done now under the same premise is pure political discussion of 4 or 5 diseases, shall we include mental health? No that does not help, we need to decipher the NCD conglomerate and not add more. We can no longer go on with a brand that sucks – lacking clarity and all the Cs that come with it. It is high time to rebrand the NCD program and as we work on the brand ethos we need to seriously look at the name because that is the first stumble of every conversation with a non-ncd person if there is such a term.
The change is needed – we have all the technical solutions needed and have made them into Best Buys but no one is buying them – the funders have started with Bloomberg and Govt of Norway but there has been no rush into buying into the only disease program with Best Buys.
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Experiential – sell a function and add an intrinsic value
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Transformational – create a new human being
