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Your archetype is NOT your persona. (Let’s clarify some marketing terminology.)

Summary: There’s a lot of confusion out there between archetypes and personas. Both hinge on common patterns, but we shouldn’t confuse the two. I’ll explore this topic and shed some light on the different uses of the words Personas and Archetypes. I hold out hope that we can agree on common definitions and avoid some of the confusion that comes from the words’ overuse, misuse and abuse

Archetypes: ‘The next trend in high-performance B2B marketing’

The recent webinar, Using archetypes in life science marketing to increase sales and margins, included an interactive discussion led by David Chapin that shed new light on how life science organizations can set themselves apart from the competition and better engage their audiences in a crowded, highly regulated marketplace. In so doing, such organizations will benefit [...]

People are talking. And so are we: Jan. 28 at NC COIN

"If you just want to read one book—and only one—to make your products or services more desirable, congratulations: you are holding it.” What began in 2008 as a monthly series of white papers extended into a full-length book. On the heels of its release last month, our CEO David Chapin will present “Learn How to Improve Your Life [...]

We are watching you: User and Customer Research

The terms User and Customer research are sometimes used interchangeably, and while there can be some similarities between these two types of research, there are distinct differences.  In general, both of these types of research focus on understanding behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies.  However, that is where [...]

If life gives you commoditization, expand (but don’t forget to differentiate!)

Frank Diana, Global Head of the Digital Enterprise Solutions Team at Tata Consultancy Services (TCS), paved a road map for becoming an emerging digital enterprise. In this exceptional 6-part online series featured on Perspectives, TCS Consulting Journal, Diana presents a compelling case for organizations facing commoditization of their products and services. In his 2nd installment, [...]

David Storey is living up to his name at Forma

David Storey has re-joined Forma Life Science Marketing as Associate Creative Director. Before launching his own firm in 2004, he was the Senior Art Director (at what was then Forma Design) for five years. Storey has 25 years’ professional experience in corporate branding, strategic marketing, interaction and user interface design, and art direction. As his name suggests, he [...]