I was happy to see this full-page ad while reading the Wall Street Journal this week, because finally, a biopharma company did a great job communicating clearly in human-ready language:
Gilead has always been known as a leading-edge, push-the-science company that breaks new ground. And the text of this relatively simple ad does a superb job reinforcing that positioning.
- The unexpected twist on words in the opening paragraph
- The use of active, even aggressive verbs to portray the company approach
- The straightforward rehearsing of a successful track record of “impossible-ish” product development
- The view of the company as part of broader community
- The aspirational, daring language about present and future determination to keep creating
This isn’t a bunch of sterile business-jargon. It’s bold, direct, and definitely on-brand for Gilead. Plus, crafting a brief tagline that sums up a company is SO difficult to achieve, but Creating Possible is just right here.
As a branding and communications consultant, I occasionally see something produced with a clarity that makes me sit up and cheer. Kudos to Gilead for sending a message that gets the job done.
Great branding – it’s still possible to create it!
Disclosure: Gilead is an Impactiviti client (in Commercial Learning & Development, not in Public Relations).