These days, getting a brand to stand out among competitors often means taking the brand out of its comfort zone. Whether it’s positioning an over-the-counter brand as a beauty accessory or leveraging a pop culture moment to build consumer buzz, breaking through the clutter often means aligning with unique partners, people and sometimes doing so at unexpected places.

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As PR professionals, we are often tasked with not only publicizing consumer products, but also taking everyday products and positioning them in new and unexpected ways. For me, this means positioning health-related brands in the beauty space and reaching media who aren’t necessarily interested in covering your product … or so they think! Read more…

Once upon a time, there was one place, and one place only, where consumers could go to find a cure for what ailed them: the doctor. But gone are the days when medical information came solely from medical professionals. Read more…