ASCO is the world’s leading professional organization representing physicians who care for people with cancer. The Journal (JCO) is the most widely read oncology periodical in the world. ASCO selected McKnight Kurland to provide strategic positioning and branding for JCO and to develop a brand story that captures both the tangible and intangible emotional elements and essence of the brand— promise, personality and positioning. After conducting in-depth author, reader and staff research, we developed a complete brand platform, including:
Functional brand benefits
Emotional brand benefits
Brand essence (the elevator pitch)
Key value propositions
We are now creating an integrated marketing campaign anchored by this insightful brand story.