Thinking

New brand name development is one of the most challenging processes in the branding business. While not everyone has an opinion about strategy, brand architecture, or logo design, everyone has an opinion about names—those they...

Remember when branding used to be called “corporate identity?” Back then brands were built on a pedestal—polished and professional yes, but oftentimes with an intentional distance between company and consumer....

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...

If you haven’t already, please check out the earlier pieces in this series: Part 1/11: Introducing Your Playbook for M&A Rebrand Success Part 2/11: Choosing the Right Name During an...

If you’ve read this year’s Humanizing Brand Experience report, you already know. It’s time for health care leaders to rethink and expand their definition of experience and take action to humanize their...

If you haven’t already, please check out the earlier pieces in this series: Part 1/11: Introducing Your Playbook for M&A Rebrand Success Part 2/11: Choosing the Right Name During an...

When customers say they want a clean and efficient experience, it’s easy to miss delivering on other human needs like feeling cared for, supported and informed. No one can fault...

The consumerization of health care has fundamentally changed the game, and there is no going back. Now more than ever, consumers want and need authentic, human connections with their health...

If you haven’t already, please check out the earlier pieces in this series: Part 1/11: Introducing Your Playbook for M&A Rebrand Success Part 2/11: Choosing the Right Name During an...

Now more than ever, it’s critical for companies to reach their consumers in the right place and at the right time in their journey. As we continue to navigate the...

“Should we rebrand?”  It’s the million-dollar question—and sometimes multi-million—that every marketer has surely wondered, been asked or asked themselves. But beyond the obvious reasons to rebrand, like a merger or...

The world around us is constantly evolving. From new fashion trends to technological advancements to drastic culture shifts, change is happening at a faster rate than ever before and with...

If you haven’t read Part 1 about Brand Scenario Planning yet, please start here. Part 1: (read here) Part 2: Why Brand Scenario Planning? A proposed approach Anchor Scenarios Macro...

In Part 3 of our ongoing series, we take you through a key planning stage: navigating close dates and the considerations you should take in evaluation and planning of the...

How to evaluate scenario planning for your brand as we emerge from this elongated crisis   In this two-part blog series, we will delve into the topic of brand scenario...

Exploring Changes that Deliver More Human Brand Experience By: Ashton Furgeson and Sam Tucker   It’s more apparent now than ever before—health care is everywhere, and it needs to be....

We hear it all the time – “can you guys help us clean up our brand architecture?” or “our logo system is a mess; we need some brand architecture help.”...

Part of the Humanizing Brand Experience Insights Series By: Mike Maio – Associate Director of Strategy and Luke Bemis – Senior Director of Strategy   No matter the brand, business,...

Today, as many of us still sit inside our homes, waiting for what’s next, it’s turning our point of view inward. Of course, society – as a whole, matters. But society...

If you haven’t already, please review part 1 of this series   Your name strategy should reflect your business strategy During M&A, one of the first questions on people’s minds...

There are countless reasons why New Yorkers love New York. One of them is the indescribable energy that flows through the streets—the constant opportunity to discover something new, be it...

If you have not already, please review part 1 of this series.   Part 1: Part 2: Businesses of growing healthcare systems could be damaged if their portfolios are not...

There is currently no playbook to guide the health care brand leader in a global pandemic. So we set out to create one. In the spirit of working shoulder to...

In this two-part series, we will give perspective and outline the following: Part 1: Part 2 (Access Here): Businesses of growing healthcare systems could be damaged if their portfolios are...

Expectations for your brand have never been higher—and they’re coming at you from every direction. Customers need this. Employees want that. Shareholders demand the other thing. Your job is to...

We continue to be heartened by the authenticity and creativity of health care brands in their responses to Covid-19, particularly as it relates to the people and communities that power...

On our previous episode, we discussed how workplace inclusivity has become a requirement and how we at Monigle are building a unique culture that imbues it. While our diversity efforts...

The brands we love most are no different from the humans we love most. Those that help us grow, heal, achieve, remember and feel. Those that are helpful and generous,...

Sometimes, brand architecture problems are easy to spot. You may know them as “logo soup” or “clean up jobs” – when the visualization of a brand and its assets is...

Everything we do at Monigle starts from a place of humanity, from the desire to build brands that move people, and that includes moving one another. So, it shouldn’t come as a surprise...

If you haven’t already, check out more examples in Health Care Heroes Series: Learn More: Celebrating Health Care Heroes in the Age of COVID-19 (Part I) Learn More: Celebrating Health...

Is your brand having an identity crisis? Maybe the issue is only skin deep. A color palette tweak here…a better optimized for digital logo there…dash of more engaging messaging to reach...

In the past three+ weeks our world has been turned inside-out, or more accurately, outside-in. As we adjust to working from home, our relationships with each other and with technology...

There’s been no shortage of gratitude across the country as non-health care people see the incredible sacrifice that health care professionals and care providers are making on behalf of our...

Our very own Gabriel Cohen, CMO of Monigle, was invited to be a guest on Season 2, Episode 11 of Brands, Beats & Bytes podcast.   Brands, Beats & Bytes...

At this year’s conference, three conversations caught our attention:   What is experience? As Experience Design (XD) continues to gain momentum, the design community is still working through what constitutes...

By today, you’ve settled into the new reality of working from home and leaning into your technology of choice to stay connected. Hopefully you’re taking breaks to step outside, check...

As we face the Coronavirus, I’m becoming more aware (and heartened, even) that brands are in a unique position to play a historical role in beating this virus. See, brands—from...

Healthcare talks about quality a lot. In fact, it often feels like it is the only thing we can talk about. We define it and measure it in awards and...

Introducing Your 10-Step Playbook for M&A Rebrand Success A Merger and/or Acquisition (M&A) process is challenging on its own. Add a rebrand effort to the mix and you’ve got a...

A more human-centered approach is required to replace the traditional rulebook When was the last time you read a manual of any sort?  Did you read the instructions when you...

Three Simple Steps to Inform Health Care Nomenclature Strategy   For nearly 50-years Monigle has worked with a variety of leading health care brands across the country. Almost every engagement...