Tag: Brand Strategy
The Seven Deadly Sins of Brand Activation
Why do most rebrands fail to reach their full potential? Once a brand is defined, the hard work of bringing it to life through activation begins. Brand activation is the...
Disentangling Culture, Engagement and Strategy
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...
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
Deloitte 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...
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...
JetBlue Mints Premium Brand Experience
Expedited check-in. Preferred baggage claim. Lie-flat seats. Non-stop entertainment. Small plates inspired by a New York restaurant. Full-bottle wine service. A free amenities kit from Birchbox. Sounds like a first-class...
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...
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...
Unlock the Potential of Your Health Care System Brand
Not long ago, health care system brands could set themselves apart by defining their “system” story. It was all about creating awareness of a system’s component parts, and claiming size...
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...
The Future of Signage; Is It Looking Dim?
Is Signage Needed? The other day my family and I headed out to eat at a new restaurant. The establishment had a small, non-illuminated pedestrian level sign; even so, we...
Brand Collaborations, Part Three
How do you know if collaborating is the right decision? In Parts One and Two of this series, we explored the benefits of brands going into business together and what...
KentuckyOne is Taking its Signage on a Road Trip
KentuckyOne Rebrand To build excitement for its high-profile rebrand, KentuckyOne Health is using its new signage as the centerpiece of a series of internal events that celebrate the change. From...
Brand Work: Measuring Program Performance
“How do we know if we’ve been successful?” This is one of the most frequently asked questions surrounding work in branding. Shareholders, board members, leadership, and the broader staff impacted by...
The Five Steps to Brand Development
Key audience research and the analysis of business plans, marketing communications, customer contact practices, and employee attitudes and capabilities form the basis for developing effective branding. As such, the primary...
Insights and Strategy Welcomes New Team Member
Meet Dusty Anderson Our Insights and Strategy team continues to acquire some of the best and brightest talent in the industry. The latest standout to join Monigle’s project management team...
Brand Impact
How Sharia law is taking a bite out of a major brand The Dorchester Collection, one of the world’s most high-end hotel brands, is experiencing what we call a brandtastrophe this week....
Sustainable Meaningful Differentiation
More than any other time in history, marketers and executive teams are wrestling with how they can make meaningful connections with the people who matter to them and sustain the...
Monigle Adds New Member to Senior Team
Meet Gunnar Jacobs Less than two months into 2014 and we are enjoying a successful year thus far. We continue to grow our range of services, work with fantastic clients,...
Three Questions For Così’s New CEO
Once again, popular restaurant chain, Così is in the news. On paper, the 17-year-old 130-plus-location company appears popular, but I’m really using the term lightly. Their fourth CEO since 2011,...