Reimagine Your Company as an Upstart

Photograph by FotoFalk

It’s not easy for an advertiser to make a splash at the trendy TED conference, but a pharmaceutical startup called Help Remedies did just that last month. It’s turning pharmaceutical marketing conventions on their head, according to a recent Bloomberg Businessweek article that examines its tactics. The company is “doing for generic drugs what American Apparel did for plain T-shirts: wrapping them in cool with every trick in the downtown branding playbook, from hip packaging to absurdist videos to youth targeting.”

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