＃2 From Cosmetics to Medical Devices: Mastering Brand Story Transference Across Industries 💡

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Today, with two decades of hands-on experience as a cross-industry marketing integration expert, I'm going to break down how a brand's core message stays consistent, even as its narrative style shifts to resonate with diverse audiences and drive significant business growth.

The Unchanging "Why": Your Brand Story's Eternal Core

Before we dive into narrative transference, let's nail down the core of a brand story. Regardless of industry shifts or tech advancements, a powerful brand story always anchors itself in its fundamental beliefs, value propositions, and vision. It answers the vital questions: Why does your business exist? Who do you serve? What problem do you solve for them?

Consider my own journey as a cross-industry marketing expert. My core "why" has always been a relentless pursuit of self-challenge, embracing adventure, and continuous learning across diverse industries. This embodies a spirit of problem-solving and excellence that remains consistent whether I'm working in retail, e-commerce, biotech, or medical devices.

So, no matter your industry, first define your company's core values, its founding purpose, the societal issues you aim to address, or the ultimate vision you offer your clients. This is the unshakeable skeleton of your brand story—it must be steadfast and consistently woven into everything you do.

The Art of Cross-Industry "Transference": Adapting Your Narrative

Once your brand story's "skeleton" is solid, the "flesh and blood"—your narrative approach—must be precisely adapted to each industry's unique characteristics. Different industries mean different target audiences, each with their own pain points, expectations, decision-making processes, and preferred ways of receiving information. Successful marketing means communicating your consistent brand core in a language your audience understands and feels deeply.

Let me illustrate this "narrative transference" through my experiences in two seemingly worlds apart sectors: cosmetics and skincare (BXAB, BXXER) and medical devices (Jxx).

1. Cosmetics & Skincare: The "Emotional Transference" of Dreams and Desires

The cosmetics and skincare market is a highly emotional, desire-driven industry centered on self-actualization. Consumers aren't just buying a toner or lotion; they're investing in a promise of beauty, a boost of confidence, or an aspiration for a better life.

Key Industry Traits:

Emotion & Identity: Products are deeply intertwined with personal image and lifestyle.
Fast-Paced Trends: Consumers are highly receptive to new products and trends.
Social & Word-of-Mouth: Social media, KOLs, and user testimonials wield immense influence.
Brand Premium Potential: Strong emotional connections foster loyalty and allow for higher pricing.

"Emotional Transference" Strategies:

Craft "Dream & Transformation" Narratives: Stories should emphasize how your product helps consumers move "from their current state to their ideal self." Think about solving skin issues, restoring youthful glow, or the resulting boost in confidence and social life.

Infuse "Desire & Aspiration": Use elegant visuals, compelling copy, and engaging plots to ignite consumers' imagination for a better life. For example, a celebrity endorsing BXAB skincare lends her personal aura of beauty and confidence, adding aspiration to the brand.

Highlight "Personalization & Exclusivity": Skincare brands often emphasize customized solutions for specific skin types and needs. Your brand story can start by addressing consumer "pain points," showcasing how your product offers "exclusive" care and solutions.

Leverage "Sensory Storytelling": Describe the product's texture, scent, and user experience. Use words and imagery to allow consumers to "feel" the product's luxurious qualities even before purchase.

My Real-World Application:

At a TV shopping channel, I managed the BXAB skincare brand's presence on both internal and external online malls. Not only did I launch the first beauty brand store on Yahoo Shopping Center, but simultaneously, we held a physical new product launch press conference and a brand ambassador meet-and-greet. This proved that powerful brand storytelling requires seamless integration of online content and offline interaction to create an attractive and buzz-worthy brand experience.

While working at a cosmetics manufacturer, I oversaw the annual strategy and new product development for our BXXER skincare brand. We expanded from single concepts to multiple product lines. This was driven by continuous innovation in formulas (always solving consumer pain points), emphasizing our commitment to scientific research and product efficacy, and consistently delivering on the brand promise of "providing more effective solutions."

A cosmetic brand's story is ultimately about "a better you"—it appeals to emotions, dreams, and the desire for self-actualization.

2. Medical Devices: The "Rational Transference" of Trust and Expertise

In stark contrast to cosmetics, the medical device market is highly rational, prioritizing trust, professionalism, safety, and efficacy. Target audiences are typically procurement decision-makers in hospitals and long-term care facilities, or family caregivers needing medical aids. They value clinical evidence, regulatory compliance, problem-solving capabilities, and long-term reliability.

Key Industry Traits:

Professional & Regulated: Products impact health and life, demanding strict regulations and certifications.
Efficacy & Data: Requires scientific data and clinical trials to prove effectiveness.
Trust & Reliability: User trust in the product and brand is paramount; consistent quality is crucial.
Complex B2B Decisions: Multi-party professional evaluation makes the decision process intricate.

"Rational Transference" Strategies:

Focus on "Problem-Solving & Value Creation": Stories must clearly articulate which medical pain points or care challenges your product solves. For instance, how a medical bed enhances patient comfort, reduces nursing staff burden, or speeds recovery. Emphasize its tangible contribution to "patient well-being and medical efficiency."

Reinforce Credibility with "Data & Evidence": Extensively use specific, quantifiable data in your promotions: clinical validation results, efficiency improvement percentages, or market share data. For example, "30% market share in Taiwanese hospitals" or "ranked #1 in care institutions" are highly persuasive.

Commit to "Professionalism, Innovation & Quality": Showcase your brand's relentless pursuit of R&D, quality control, and industry leadership through professional certifications (e.g., Taiwan Excellence Award) and participation in international exhibitions (e.g., MEDICA in Germany, ARAB HEALTH).

Integrate "Social Responsibility & Care": While driven by rationality, the medical industry's ultimate goal is "people." Your brand story can weave in elements of care for health and commitment to social welfare. For example, I successfully placed medical beds in Director Wei Te-Sheng's film BIG. Through the movie's children's cancer ward narrative, the product transformed from a cold medical instrument into a symbol of human care, emotionally connecting with the public. This was a brilliantly subtle cross-over marketing strategy.

My Real-World Application:

At a medical device manufacturer, we not only fortified its brand image of trust—with nearly 30% market share in Taiwanese hospitals and #1 ranking in care facilities—but also secured the 2025 Taiwan Excellence Award. (Notably, this is the only product in its category to win this award in its 33-year history!) The brand story behind this win underscored the concrete manifestation of the product's innovativeness, superior quality, and contribution to medical care.

Simultaneously, we spearheaded the digital transformation of our maintenance APP service process. This wasn't just about boosting operational efficiency; it was a tangible demonstration of our brand's unwavering commitment to client service.

The Power of Precise Storytelling: Breaking Through Growth Plateaus

For business leaders grappling with growth bottlenecks and lacking a cohesive marketing strategy, understand this: the "narrative transference" of brand stories isn't just about words; it's a strategic marketing tool.

It breaks through market limitations: When you articulate your brand story in the most resonant way for your target audience, even if the product stays the same, you can carve out a distinct advantage in new markets, attracting previously unreachable customers.

It compensates for strategic gaps: A clear, adaptable brand story acts as your marketing "North Star." It provides consistent direction for content creation, ad campaigns, product design, and even customer service, connecting disparate marketing efforts into a powerful, synergistic whole.

It validates a "practice-oriented" approach: My experience confirms that whether it's the emotional realm of cosmetics, the rational world of medical devices, or any other industry's unique context, the core value of a brand story can be precisely communicated. Critically, this always stems from a deep understanding of the market, product, and customer, validated by quantifiable data and real-world case studies.

While the top-level design of a brand story demands a far-sighted vision, its "transference" and dissemination across industries require meticulous attention to detail.

Is your company at a crossroads, eager for a more penetrating brand story to drive real change?

Share your challenges and insights about your brand story's journey across different channels in the comments below!

Now, ask yourself: Is your brand story truly ready to captivate audiences and shine brightest on every industry stage?

#BrandStory #MarketingStrategy #DigitalTransformation #CrossIndustryMarketing #BrandGrowth #BrandTranslation #ResultOrientedMarketing#陳科榮