Tag: Brand Research
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....
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...
Unifying Scripps Under a Master Brand Strategy
Scripps Health is one of the most highly regarded healthcare systems in Southern California, and one with a notable history. So, when research conducted in 2011 indicated that Scripps lacked...
Brand Tracking Research Leaves Gaps Essential to Action
Marketplaces change fast―and consumers’ opinions change even faster. In order to stay ahead of this furious pace, it is essential for brand owners to keep a pulse on the health...
Developing a Unified Brand for Today’s Health Care
Health care branding, like health care delivery, is in transition. The new imperative does not only include a focus on “system” branding, but on “synergy” branding as well. As providers are working...
System Branding and Health Care. Is Your Brand Ready?
A changing mentality and vocabulary is leading to a reexamination of what system means for health care. In the past, health care providers have succeeded as a collection of separate...