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The lessons from Theranos's marketing campaign can be applied in today's business environment in several ways. Firstly, the importance of a clear and compelling brand identity is evident. Theranos's 'nanotainer' and the slogan 'One tiny drop changes everything' were effective in capturing attention and communicating the company's value proposition. Secondly, the choice of a reputable advertising agency can significantly influence the success of a campaign. However, it's crucial to remember that while marketing can create hype, it cannot substitute for a solid, reliable product or service. Theranos's downfall was largely due to their failure to deliver on their promises, despite their successful marketing strategies.
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To prepare a marketing campaign for the launch of Theranos's testing services at Walgreens and Safeway stores, Elizabeth hired the advertising agency Chiat\Day. The agency was chosen because they had represented Apple for years. From the fall of 2012 to the spring of 2013, the agency worked on everything from creating a brand identity to making a new website for Theranos. They decided that the best visual for Theranos would be the 'nanotainer', a miniature vial Theranos designed to collect blood from fingertips. To complement the visual, the team came up with the slogan "One tiny drop changes everything".
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Learn why and how a $9 billion dollar company vanished in a few weeks. The story of Theranos is the Silicon Valley equivalent of the Enron scandal rep...
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