Several years ago, researchers delivered the difficult news to Scripps Health leaders in Southern California:
Your brand lacks a clear, compelling, distinctive message.
The analysis didn’t fall on deaf ears. It was a catalyst for a multifaceted brand and identity project.
Don Stanziano, System Vice President for Marketing at Scripps Health, recently shared the lessons he and his colleagues learned at an industry conference.
The six points that Stanziano and his team identified are the basis for an effective, enduring health care rebrand:
Invest in research. If possible, conduct upfront research―even if budgets are tight. Know where you are in the market, as well as where you stand in your organization, before you rebrand.