Captivating Audiences with an Inspired Rebrand

An advertising agency client of ours was working with a non-profit healthcare provider to develop a rebranding strategy. The provider had recently acquired two additional providers to combine their suite of services and reach a broader, nationwide audience. The ad agency was engaged to develop an integrated positioning, cohesive brand identity, and a new name for the provider.

Successful rebranding efforts are based on a solid understanding of the brand perceptions, needs and expectations across multiple target audiences. This is especially true in the case of a merger or acquisition. The ad agency needed to craft a positioning that would encompass the experiences and emotions of a diverse group of stakeholders across several regions. Our agency partner enlisted our help to design a research approach that would deliver both qualitative and data-driven insights.

We created a multi-stage, hybrid research framework involving a series of in-depth interviews and online focus groups facilitated by our in-house moderator along with a quantitative web survey. Core objectives of the study included:

• Gathering qualitative and quantitative feedback across a target audience comprised of patients, medical staff, community constituents, and donors
• Uncovering the core strengths, key values, and unique benefits of the newly merged provider?
• Evaluating reactions to proposed brand positioning statements?
• Revealing the emotional associations with new brand identity and naming options

After conducting an in-depth analysis of the qual/quant feedback, our consultants generated cohesive insights and recommendations on promising positioning directions. The resulting findings helped guide development of a compelling and deeply meaningful brand positioning. Our agency partner gained the knowledge they needed to execute a successful rebranding initiative which included:?

• Refining the vision, mission, and core values of the newly created organization?
• Crafting a brand name that appealed to all stakeholders and ?communicated the breadth of services
• Developing key messaging to convey a stronger sense of community