Super branding

The hardest thing a marketer has to do is change someone's opinion about a product or brand.

Imagine how hard that is if your product is chemotherapy and your target is children.

Borrowing equity from heroic characters who fight through pain and adversity in their comic adventures, the A.C. Camargo Cancer Center in Sao Paulo, has given the process a context that helps kids through the pain and adversity of cancer treatment.



While it doesn't make chemotherapy less painful, the branding and repositioning of the medication changes the expectations of the youthful patients, and that helps them become more willing participants in the fight against their disease.

The lesson here: if you can't change the product, reframe the context in a way the focuses on the benefit.

I love it when marketing is used to champion the forces of good.