Pulling together a fragmented brand to better achieve strategic objectives.

Situation

Texas Health Resources, one of the largest nonprofit healthcare systems in the U.S., decided that building a world-class healthcare brand was a critical component to achieving its strategic objectives. They asked CoreBrand to help them transition from individually branded facilities and fragmented communications spend to a prominent master brand and focused, efficient brand-building investment.

Solution

CoreBrand worked with THR on a range of branding initiatives. They included:

• Conducted an ad spend analysis and ROI modeling that demonstrated a logical business case for a master brand strategy.
• Led a diverse stakeholder group comprised of company leaders, board members and donors, through a decision to move to a single master brand and an emotional process of exploring a name change.
• Helped define a singular brand position and tagline for the new master brand that resonated across the system.
• Provided a brand image tracking to support their brand transition process
• Built an online brand asset management system to support consistency of communications and control brand management costs.