A well managed and maintained brand system leverages the value of its brand, creating additional equity on the balance sheet, maintaining market relevance, and facilitating internal alignment.
In business, names are a big deal. Few would disagree. Changing an established name or introducing a new one to the market is a complex strategic undertaking and an important investment.
Your brand is one of the most powerful weapons in your marketing arsenal—it amplifies the force of all your marketing communications, helping you achieve twice as much with half the effort. Here are a few tactics for creating a lean and mean version…
As the country’s largest real-time healthcare communications network, NaviNet speaks to many audiences, including providers, patients, partners, and health plans. Their challenge was how to communicate with several audiences in a very complex marketplace.…
“[In the beginning,] it felt like we were a bunch of kids picking up pots and pans and calling it a parade, and now we look behind us and it’s like we’re seeing the whole philharmonic.” —Jim Newcomb, director of brand…
