Your hospital system brand is a powerful, often underused tool. Indeed, the concept of “brand” is often misunderstood and undervalued. A brand is more than merely a logo, advertising campaign, or tagline. Viewed in total and used strategically, a hospital…
by Nikhil Gharekhan, Managing Partner, Presciant Best practice for hospital system marketers is to not just measure NPS, but to also track brand equity. And no huge investment is needed—it’s simply a matter of making sure the right questions are…
We are thrilled to share that Joanna Seddon will be honored with the Silver Apple Award, bestowed by the Marketing Club of New York. The award celebrates her extraordinary career achievements and leadership in marketing, and also her unwavering commitment to elevating…
By Yitzchak Grant with Joanna Seddon The brand disaster of the Kraft Heinz merger The brand disaster of the Kraft and Heinz merger began with the deal engineered by Warren Buffet and 3G Capital. They touted the promise of the…
by Yitzchak Grant Nike Brand: From “Just Do It” to “Just Missed It” When I was a teenager Nike was THE brand. Sneakers, tracksuits, whatever it was—“Just do it” wasn’t just a slogan, it was a mindset. Nike pioneered a…
by Sarah Colamarino When branding for hospital systems, a brand is often viewed as a mission, logo or a marketing slogan. It is so much more. A strong, well-defined brand is the cornerstone for shaping patient experience, building loyalty and…
by Ian Duncan Brand means business. If you’re in the B2C world then you already know this – brands exist to generate revenue and profit through the products and services they support. Simple! If, however, you inhabit the B2B universe,…
In a business that absolutely depends on the expertise of its people, UL Solutions invested in their employer brand--with results that paid off. Employer branding is getting a great deal of attention and investment these days. That is because using…
If Target’s leadership had sat down and written a business plan for how to destroy brand and business value, they couldn’t have done it better. I’d like to briefly summarize Target at its apogee, what they did to go downhill…
When people talk about place branding, be it nation branding, region branding or city branding, most are thinking about logos and campaigns. They are the culmination of the many steps that go into creating a brand. Behind the witty tagline…