Creating Breakthrough Brands From the Inside Out

April 5, 2024

Static brands result in static organizations. Dynamic, forward-leaning brands break through the noise and unleash the real potential that can change not only your organization but the industry as a whole.

// By Susan Dubuque //

Susan Dubuque, a strategist and writer specializing in health care and behavior change, was a cofounder and principal of Two Tango (formerly NDP Agency).When two major hospital systems merged to form the largest health system in Michigan, the marketing team had a unique opportunity — to create a new brand that would unlock the value of integration and propel the organization forward.

Holly Sullivan, vice president, system branding and marketing, Corewell Health

Holly Sullivan, vice president, system branding and marketing, Corewell Health

Holly Sullivan, vice president of system branding and marketing for Corewell Health; Jeremy Harper, chief marketing and experience officer of Corewell Health; and Mark Baas, president of Baas Creative, shared the framework and strategy they deployed to rebrand the newly established health system during a presentation at SHSMD Connections 2023. We followed up with Sullivan for an update on the rebranding initiative.

“Some of the best advice I received when starting out on this journey was to build our brand from the inside out — start the process by rolling out and embedding the brand with your internal audience first,” says Sullivan. “That is why the brand was rolled out internally six months before it was launched externally. Our initial focus was on the team.”

Read on for a practical and scalable approach to formulating a dynamic brand strategy for your organization.

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