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“I realized this is the most incredible opportunity to help shape a brand that everyone in the world has heard of and create that brand story, amplify that brand story, and expand on it because I knew there was so much more to Moderna than COVID.”
— Kate Cronin
Imagine a brand going from being completely unknown to appearing in every newspaper overnight. That’s what happened to Moderna amidst the COVID-19 pandemic. Initially recognized for its vaccine endeavors, the company found itself presented with a unique opportunity to craft its brand narrative at a time when its identity was widely recognized by the public. To delve into the expedition of shaping its narrative, we sat down with Kate Cronin, Chief Brand Officer at Moderna.
Kate is responsible for leading the reputation, communications, and enterprise brand strategy. Her main priority is building and amplifying the Moderna brand through thought leadership, customer experience, and engagement.
Before Moderna, she worked at Ogilvy Health, a creative network focused on driving superior outcomes in the ever-changing healthcare environment. Her final role was Global CEO, in which she was responsible for leading and growing all disciplines of business in the health and wellness arena. She also founded Ogilvy’s Women’s Leadership Professional Network during her time there.
She has garnered a multitude of accolades, with her most recent distinction being her inclusion in Ad Age's 2023 ‘Leading Women’ list. In addition, she was named to FierceHealthcare’s 2022 ‘Fiercest Women in Life Sciences’ and profiled as one of M&M's (Medical Marketing and Media) 2021 ‘Top 50 Healthcare Influencers.’
Learn more about creating the brand story for a company already in the public eye by reading the transcript below or exploring the key takeaways from the episode.
- Crafting the Brand Story of a Known Brand - Kate joined Moderna in 2021 when the company was widely recognized for its COVID-19 vaccine. She was tasked with crafting a story for a brand everyone recognized but knew little about. Before COVID, few consumers knew their vaccine manufacturers. However, the discussions about various vaccines led to a sense of pride among those who had the Moderna shots. Kate aimed to strengthen this connection with consumers. As COVID became endemic, Moderna's goal was not just to be remembered but to involve consumers in their ongoing journey with mRNA technology and future health advancements.
- Building Out Brand Equity Pillars - At its core, Moderna is a platform company with mRNA as its driving force. When Kate joined, the company lacked a specialized brand team. Recognizing the need to refine its brand presence, Kate reshaped the team, focusing on media relations and enterprise branding. Moderna's strategy emphasizes being where its customers are, transitioning to a consumer-centric brand. Recent sponsorships, like the US Tennis Open and sumo wrestling in Japan, underscore this approach. The company aims to share Moderna's expansive narrative, spanning infectious diseases to global public health.
- Communicating the Brand Story - Moderna is currently launching a new ad campaign: Welcome to the mRNAge, which tells the enterprise brand story and shows that mRNA is the future of medicine. To get their content out there, they are working with publications like The Atlantic and The Washington Post, participating in paid partnerships, and also creating their video content and documentaries. It’s what Kate calls “edutainment”—a mix of education and entertainment. People will remember more if they’re being entertained versus lectured at.
- The Target Audience of the mRNAge - According to Kate, nearly everyone qualifies as a potential vaccine recipient, but the real question revolves around identifying those most inclined to receive it. While their focus is undoubtedly on prioritizing the vulnerable and immunocompromised, they acknowledge that not all individuals perceive an immediate need for vaccination. Their target audience also includes those who might delay vaccinations. The objective is to enlighten those individuals about the benefits of preventive vaccination and tailor their messaging to target this audience.
- Give Your All and Be Uncomfortable - Kate strongly believes that fighting for what you believe in is crucial to success, and that is one of her biggest pieces of advice. The second is to always be uncomfortable and never let yourself get complacent. Take a risk and throw yourself into whatever comes your way.
