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Post Brand Positioning Seminar

I attended a great Brand Positioning seminar today held at the Enterprise Center of Johnson County. Today’s speaker was Grant Gooding of Proof Positioning. Let’s drop a cliche here: It was an engaging and informative talk delivered by an excellent speaker.

I knew I was out of my neck of the woods when I overheard a discussion behind me where one person lamented, “It’s not that the money is going away … I guess it’s just converting into equity.”

Most people I know don’t talk that way. Or perhaps I just spend my money on the wrong things.

Probably the most interesting point made was distinguishing between business decisions and brand decisions. Much of the rest of the talk was distilled here into the idea that we make a lot of decisions every day about our companies. Some of these are clearly Business Decisions – those intended to maximize margins in the short term. Some are clearly Brand Decisions – those that are intended to build the brand regardless of short term margins. (note: I’m paraphrasing these definitions here. I don’t want to give short shrift to Grant.)

95797955-1-207x300As examples, he focused on two companies: Starbucks and Tylenol.

With respect to Tylenol, the cyanide poisonings of 1982. I remember this well. These poisonings came about a month before Halloween and pretty much put an end to the holiday that year. By the way, guess how many people have even been poisoned by Halloween Candy?

Why bring up Tylenol’s troubled past? Because of the way that, then Johnson and Johnson CEO, James Burke, handled the crisis. From Time Magazine‘s article on the occasion of his death, “Under Burke’s leadership, the company spent $100 million to recall 31 million bottles of Tylenol and re-launched the product two months later in tamper-proof packaging.” Burke’s actions, which looked to be devastating to the company at the time, won him the Presidential Medal of Freedom in 2000.

How about that? A brand decision so good that President Clinton awards you the Presidential Medal of Freedom? Slam dunk.

A second example, which is totally appropriate to bring up now, because I’m sitting in one, is Starbucks. To paraphrase again, What did the decision to put a drive thru on a Starbucks have on their brand? What defines the Starbucks brand? The coffee – or the experience? Perhaps putting Starbucks cups in the hands of half the population is great for advertising, but what does it do to the experience?

It doesn’t look like there is much room for the ‘Starbucks Experience’ in this building:

2014_03_2014_0324_starbucks

Would you like an authentic coffeehouse experience with that, sir?

 
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Posted by on August 27, 2015 in Uncategorized

 

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Science on Trial – Science in the Media

Amongst the many interesting topics that Paul Offit’s Autism’s False Prophets brings up are how science is perceived in the media, received by the public, and judged in the courtroom.

For reference, Offit brings up the fiasco of the 1990s lawsuits against the makers of silicone implants.

Kristin E. Schleiter writes an excellent paper about the history of silicone implants and the litigation that followed them in Silicone Breast Implant Litigation in the AMA Journal of Ethics.

Breast implants, she says, were first introduced in the 1960s. In 1976, the FDA was granted the power to regulate them as medical devices, but did not specifically do so until 1988. Prior to that, in 1984, Maria Stern won [the first case against an implant manufacturer totaling] “$211,000 in compensatory damages and $1.5 million in punitive damages from silicone breast implant manufacturer Dow Corning after claiming that her breast implants caused autoimmune disease.” This was the first, but not last case to bring implants to court. In the 1990s public opinion was against the makers of breast implants and thousands of suits were filed against their makers.

A natural progression

A natural progression

-Schleiter’s paper goes through a list of important individual and class action cases that I don’t feel the need to repeat here, however it is a fascinating read.

In the midst of these lawsuits, the attorney, “John O’Connor, relied on PR and sympathy to win [his case representing client, Pamela Johnson]. O’Connor hired a public relations firm that gave interviews to Phil Donahue and 60 Minutes, and the trial was broadcast in its entirety on Court TV. At trial, O’Connor set up a rebuttable presumption, asking the jury to hold MEC liable unless the company could prove that they knew their implants were safe at the time they marketed them. “

That is, it doesn’t matter whether the implants caused damage, but instead, whether the company, MEC, could prove them to be safe.

In the wake of litigation, studies began appearing showing the lack of any connection between breast implants and negative health outcomes.

Schleiter provides a list of papers reviewing the safety or danger linked to implants consolidated here:

  •  Plastic and Reconstructive Surgery published a study that found no increase in the incidence of breast cancer in women who had received breast implants
  • The New England Journal of Medicine soon followed with a study that concluded that breast implants did not substantially increase a woman’s risk for breast cancer
  • In 1994- New England Journal of Medicine published a study by Mayo Clinic epidemiologists that found no increased risk of connective tissue disease in women with silicone gel breast implants
  • In 1995, the Journal followed with yet another study—this one larger and more refined—that found no association between implants and connective tissue disorders.
  • In 1997, the American Academy of Neurology reviewed existing silicone gel breast implant studies and concluded that there was no link between the implants and neurological disorders
  • Also in 1997 Journal of the National Cancer Institute published a review of studies and concluded that breast implants did not cause breast cancer

However, billions of dollars had already been awarded or settled upon and Dow Corning was forced into Bankruptcy.

With respect to Offit’s book, the question arises, “How should science be settled in court?” It’s tempting to say that the cases should prompt investigations that statistically determine the culpability of, in this case, breast implant manufacturers. But that leads directly to one of the core problems that raised the specter of a MMR / Autism connection. Andrew Wakefield’s paper was intended to do just that – provide scientific evidence to help determine a case. In that case, the British government provided $30M to a law firm in order to fund their investigation. But that’s not proper either. To begin with an outcome in mind, i.e. “MMR shots cause autism” and then try to uncover evidence to support that idea is putting the cart in front of the horse. It’s OK to ask, “Does MMR vaccination cause autism?” and then look for the answer, but starting with the answer in mind – No.

For those in my Pathophysiology class, consider, as you read these next chapters, how these questions should be answered. If you were in the position to outline how cases involving questions of science / healthcare should be handled in court, how would you do it? Are these questions any different from the other questions that courts have to address?

 
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Posted by on February 15, 2015 in Uncategorized

 

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What can we prove?

Evidence mounts in the strange case of proving that Kevin Bacon, the man who is seven degrees from everyone, has never been to the Liberty Bell in Philadelphia.

The hypothesis: Kevin Bacon has NEVER visited the Liberty Bell

Evidence:

Exhibit A: Kevin Bacon standing in front of a VW beetle – not the Liberty Bell

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Exhibits B-E: The Liberty Bell with accompanying visitors, none of which are Kevin Bacon

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Exhibit F: The Liberty Bell, yet again, without Kevin Bacon anywhere in sight

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Conclusion: Hypothesis accepted – Kevin Bacon has NEVER been to the Liberty Bell

 

What’s wrong with this argument?

Special thanks to Paul Offit, MD, whose Coursera Vaccines Class inspired this investigation

 
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Posted by on October 16, 2013 in Uncategorized

 

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Your Inner Fish – Chapter 1

tiktaalik_reconstructionThis semester, like the preceding three or four semesters, my general biology class is reading ‘Your Inner Fish’ by Neil Shubin. Every week, we cover one chapter and my students write an essay with their thoughts before we discuss that chapter in class.

Last week was our first week with this book, so I’ve just completed reading several essays on chapter 1 from my students. Overall, I’d say that the book seems to be getting a good response and at least interests most people. I’ve had a wide variety of responses with respect to accepting the author’s interpretations of Tiktaalik, his find of a ~375 million year old fossil species that shows evidence of being a transition species for the first quadrupeds to come onto land.

This is always a fun group of essays for me to read because it challenges students to consider their perception of science as a way of viewing the world. Or, perhaps I should say, ‘science, as a way of understanding the world around us.’ A scientific view of the world is actually a fairly unnatural one. It is easy to see how it is even evolutionarily disadvantageous to have a scientific view of the world. If you have been a victim of a crime (you imagesget mugged walking down a city street) don’t you always expect that crime to happen again? It doesn’t matter that this happened only once out of thousands of times you walked the same route home, you now feel convinced that this is dangerous and are more alert and cautious. You may even find a new way home. And who would blame you? We’re programmed to look out for our own safety. This often means over-exaggerating  our fears and assuming the worst. It also means that we will now overestimate the real danger.

The other thing this discussion brings up is: what does science do for us?

The answer is supposed to be, ‘it enables us to learn from the past and have a better ability to predict the future.’  We can make predictions about things if we closely observe the world and learn its laws. The corollary to this is, if you can’t learn from the evidence you see about you, how can you ever know what to expect from the world?

All of these are interesting questions. All of them challenge how we look at the world, what we take for granted and what we can expect to get from our experiences. I’m really looking forward to reading more of my students’ reflections on this text and hope that you (anyone reading this) feel free to engage in a dialog about either this book, or the questions it brings up.

 
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Posted by on January 28, 2013 in Uncategorized

 

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