Episode 2

Published on:

7th Apr 2020

How Covid 19 got its name

Did you know there is such a thing as disease branding? Well there is, and it plays a hugely important role in how we respond to outbreaks and pandemics.

This episode:

Why diseases need branding - and rebranding.

  • A short but sordid history of 19th century 'freak shows'
  • Stigmatising names we still use today
  • Gay Related Immunodeficiency (GRID) - a masterclass in the worst possible brand you can give a disease

The pharma business and 'disease awareness' campaigns.

  • Why they exist
  • Pros and cons

The tricky business of naming a disease that's new to science.

  • Naming the pathogens vs naming the disease
  • The World Health Organisation's new guidance on what you can and can't call a disease
  • Novel diseases and how often they occur

How Coronavirus got its name.

  • SARS-CoV-2
  • COVID 19
  • Coronavirus

What happens to a brand when it shares a name with a disease.

  • Corona beer versus Coronavirus
  • Can panic-buyers tell the difference?
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About the Podcast

The Total Experience Podcast
A podcast about brand experience - what it is, how it works and how we can all do it better. Edited and hosted by Richard Cable.
Welcome to the Total Experience podcast from Tribal London - a podcast about brand experience. What it is, how it works and how we can all do it better. Each episode we’ll be bringing you enticing, fresh and thought-provoking perspectives as we go deep on a new and different aspect of brand experience.

Our aim in creating this podcast is to take the good conversations we have about brand experience with our clients, our colleagues and other people whose opinions we value, from inside and outside the industry, and share them with a wider audience.

The Total Experience Podcast is hosted by Richard Cable, former BBC journalist and now Head of Content at Tribal London, the Total Experience agency.

We hope you find this podcast useful and interesting. We’d love you to get involved and let us know how we’re doing and the sort of things you’d like us to cover in future episodes.

About your host

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Tribal London

We've been Tribal since 1995. Worldwide since 2000. Experts in experience since always. We build experience ecosystems that build better businesses. We call this Total Experience.