Category: Strategy
Top 8 Brand Building Lessons from Hollywood
In the Quentin Tarantino movie, Once Upon a Time in Hollywood, Trudi Fraser asks Rick Dalton what the story is in the book he is reading. He gruffly responds that...
Convergence is the key to cultural effectiveness
It is widely accepted that an organization’s culture is comprised of shared values, underlying perceptions, feelings and behaviors as well as observational artifacts – such as dress code, symbols and stories....
Monigle In the News: Forbes Agency Council – Connection, Clarity, and Action
Justin Wartell Forbes Councils Member As business leaders, we’ve done it to ourselves: We’ve built a brand. Outlined a strategy. Added a mission and vision to please a loud board member. Allowed...
Disentangling culture, engagement and strategy; what do they all mean?
Who we are. What we stand for. Our vision. Our purpose. Commitment to the cause. Employee alignment. Measuring impact. If you’re in the corporate world, these phrases are pervasive. After...
Meet the Health Care Disruptors Coming for Your Consumers
A new series about the market disruptors that are coming for your markets and patients If you keep up with the latest health care industry news, you may have noticed...
Living at the Intersection of Brand Purpose and Culture
The notion of brands strengthening themselves by embodying a core purpose isn’t exactly new. For years now, brands have been starting with their “why” thanks to Simon Sinek. Brands are...
CVS HealthHUB: The Health Care Experience Consumers Are Asking For
While the business strategy makes sense, the experience and impact of the new CVS HealthHUB locations could represent its biggest contribution to the health care industry's continued transformation.
Breathing New Life into Your Brand via Bots
Implementing a chatbot can be heroically successful by providing significant value to customers; however, it could also be a tragic failure, by missing a chance to further develop your brand...
Keeping True: Netflix’s Missed Opportunity to Brand Up and Stand Up
Netflix should have stood up for its belief in freedom of artistic expression and not pulled Hasan Minhaj’s “Patriot Act” episode from Saudi Arabian accounts.
Living Your Brand: Tangible Takeaways From Purpose-Led Organizations
Marketers, it’s on you to practice what you preach. Here are some tactical steps you can take no matter where you’re at in the journey towards purpose.
Monigle Helps Position EMHS for the Future; Rebrands as Northern Light Health (press release)
After decades of growth and acquisition, Northern Light Health’s new identity reflects the transformation of both their business and industry.
Vitalant and Monigle Reimagine the Blood Donation Industry (press release)
Blood Systems, a massive national transfusion medicine organization, announced yesterday that it is changing its name and brand identity as part of a larger vision to disrupt the industry around...
Public Service Credit Union Partners with Monigle to Reveal Canvas (press release)
Public Service Credit Union’s authentic approach to financial service transcended category yet was still bound by the traditional and often misunderstood definition of a credit union. The PSCU leadership team...
PSCU to Canvas: The Story
Public Service Credit Union’s authentic approach to financial service transcended category yet was still bound by the traditional and often misunderstood definition of a credit union. The PSCU leadership team...
Health Care Needs a Disruptor–From Within
Many health care brands see the changing landscape as a threat and miss out on the extraordinary opportunities presented by industry disruption. Let’s take a look at a few of...
How Parsley Health is Disrupting Health Care Branding
Everything about Parsley Health, from its brand to its business model, challenges what we’ve come to expect from health care organizations. Blending traditional medicine with the latest wellness trends, Parsley...
“Do You Use the B Word?”: Justin Wartell On Brand
Recently our Managing Director, Justin Wartell, had the opportunity to talk brand with Nick Westergaard on the On Brand podcast. The far-ranging conversation touched on a variety of topics, from...
HCAHPS and Patient Experience: Are You Getting the Full Picture?
We’ve all had that moment where we’re tasked with triaging our brand’s reputation due to some negative customer feedback. It may come in the form of reviews, or survey data,...
Sterigenics International Rebrands as Sotera Health
Sterigenics International has rebranded as Sotera Health. Its three operating companies—Nelson Labs, Nordion and Sterigenics—will continue to maintain their current names. The new parent company name signals a more integrated and...
Lessons in Brand Purpose: What Does Your Brand Stand For?
I used to have a mentor whose guiding philosophy was ‘Give a shit.’ He used the phrase so frequently that part of me still wonders if the holy slogan is...
Is Your Organization Speaking With One Voice?
Health care strategy leaders share 9 tips for achieving a unified brand According to research Monigle conducted prior to the recent AAMC-GIA National Professional Development Conference—with 50 attendees in marketing,...
Empowering You to be Extraordinary: UCHealth Launches New Brand
Wouldn’t it be nice if health care services could fit into your life and schedule, not the other way around? Well, with UCHealth’s recent brand transformation, this idea is no longer...
Five Brands Crushing The Holiday Season
As the holidays near, many brands turn their attention to capturing the holiday spirit, often tugging at the heartstrings of their consumers. But who does it best? This year, the...
A Branded Way With Words: Field Notes From the Former VP of Brand Management at Thomson Reuters
Which would you rather do? Ingest enzymes and nutrients to create energy or…enjoy a meal? They’re the same thing. Here’s another one: Allow someone to apply pressure to your scapulars...
Getting the Job Done: Applying a Customer-Centric Approach to Branding
As brand has become defined by the experience it delivers, I’ve noticed a more prominent focus on understanding what makes our customers tick, and taking a consumer-centric approach to decision-making....
After 13 years, Deloitte undergoes a Brand Refresh
Yesterday was a momentous day for one of the largest professional services firms in the world as Deloitte, for the first time in thirteen years, launched a refreshed brand externally...
Northwell Health: Rebranding a Health Care Giant
New York’s largest private employer and health system, which was created through a merger almost two decades ago, has rebranded. As of September 2015, Northshore-LIJ became Northwell Health. The...
Behind the Scenes of a Rebrand: The Financial Forum Conference Live Brand Identity Makeover
How would you feel about seeing your rebrand unveiled for the first time live on stage at one of the industry’s biggest conferences (and with your COO sitting in the...
Don’t Make a Boob Out of Your Brand – Do Your Research
Virgin America poked fun at the branding world for April Fool’s Day this year by announcing their “new” logo, complete with promotional videos documenting their design journey. While this was...
VCU Health Takes Home 2016 PRSA Award for Reputation and Brand Management
In recognition of its outstanding commitment to a new brand and evolution into a comprehensive system of care, we are thrilled that VCU Health was recently honored with the prestigious Commonwealth Award...
Buckled in for the BMA Gold Keys 2016
“Your wings already exist. All you have to do is fly.” The theme of the 2016 BMA Colorado Gold Key Awards was focused on taking flight and soaring with the...
Brookwood Baptist Health Rebrand: Placing the Patient at the Center of Everything
The largest health network in Alabama was formed 5 months ago through a merger of the Brookwood Medical Center and Baptist Health System. They have now rebranded as one –...
Advancing High Performance Health: Rebranding One of the Country’s Health Care Leaders
The American Medical Group Association (AMGA) was originally founded in 1949 when a number of physician leaders came together to investigate the ways in which they could better learn from...
What’s a 50-Cent Hot Dog Got to Do With Customer Experience?
What does a 50-cent hot dog got to do with customer experience? Turns out...it has quite a lot to do with the customer journey for one Sweedish big box retailer....
A Merger of Equals: 5 Brand Questions for Dow-DuPont
The merger of Dow Chemical Co. and DuPont Co. will bring together two of America’s oldest corporations into a $120 billion behemoth. The deal is just another example of the recent wave of mega-mergers...
Coca-Cola Gets Coal in its Stocking
Coca-Cola has traditionally been a brand that touches hearts and creates a warm connection, especially at this time of year. Many of Coke’s campaigns are pretty memorable. Would the holiday...
Palladium Energy and ICCNexergy Cut the Cord
We take for granted how much our lives depend on batteries and how much they have evolved in the last decade. So much so, that it’s almost impossible to imagine...
Innovation in Banking: Start with the Heart
A colleague of mine, Josh Berndt, and I recently attended two key banking industry events. We both went to ABA in Denver and then Josh braved the bright lights and...
Monigle Featured in Branding Magazine
Monigle’s CMO, Gabriel Cohen was recently asked to write for Branding Magazine. Entitled “Branding Edison”, this regular column will focus on the real world aspects of the brand owner’s playbook, areas...
Go Behind the Scenes of the VCU Health Brand Launch
Launching a new brand is no easy task. But, when done right, it can be an incredibly rewarding one. For VCU Health, that meant unifying its brand and employees to...
And the Answer is…Segmentation
In business school, I had a marketing professor who said, “If you don’t know the answer, raise your hand and answer segmentation.” Segmentation is the process of defining and subdividing the market into clearly identifiable segments of similar needs, wants,...
How Nike Beat Adidas at the Women’s World Cup
The Women’s World Cup is still fresh on everyone’s mind; people continue to beam with USA pride as the US Women’s National Team brings home the FIFA trophy, inspiring young...