Seize the Day: Banner Health’s Bold New Brand Campaign
A new CEO, a new CMO, and a 10-year strategic plan set the stage for Banner Health’s first brand campaign in eight years. Here’s how the system created a unifying platform to fuel growth and differentiation.
// By Susan Dubuque //
Banner Health is charting a bold new course. The system needed a brand platform that could keep pace.
Don Stanziano, senior vice president and chief marketing officer, Banner Health
The answer was “It’s Another Banner Day.” Launched this summer, the campaign reflects more than a marketing refresh, says Don Stanziano, senior vice president and chief marketing officer at Banner Health. “We needed a unifying message that would resonate across four distinct markets, stand out in a crowded health care landscape, and extend well beyond traditional service-line advertising.”
“Banner was well known for access and convenience, but we weren’t differentiating ourselves for our clinical excellence,” says Stanziano. “We needed a brand message that would shine a light on our strengths and work across multiple audiences — from patients and team members to prospective employees and donors.”
Read the full article to learn how Banner Health transformed its name into a powerful brand asset, plus insights for shaping your own brand story.