Help Remedies is fast becoming a case study in the triumph of branding. Co-founders Richard Fine and Nathan Frank are doing for generic drugs what American Apparel did for plain T-shirts: wrapping them in cool with every trick in the downtown branding playbook, from hip packaging to absurdist videos to youth targeting. Fine, who, like Frank, previously worked in branding and advertising in New York, is the son of two medical professors in England. “Medicine’s an entirely self-referential world filled with terrible communicators,” he says. “MDs love warnings and being very technical about things.”
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