"All Together Now" - Unified Branding Taking the Stage
In both the spirit of the holiday's and the celebration of the Beatles now available on iTunes, the title of this post seems right. It also seems to fit what we're hearing and seeing more of these days from hospital systems - the "Unified" approach to brand strategy and architecture. There are two models that have been most prominent over the last decade; the endorsed model and the unified model. The endorsed model keeps the equity of each individual entity and provides a "seal of approval" in the form of a master brand that serves to connect all the pieces. BJC in St. Louis is a good example of this approach - and illustrates the pivotal decision point when evaluating both strategies - when you have the power of individual brands such as Barnes-Jewish Hospital, Missouri Baptist Medical Center, or St. Louis Children's Hospital, chances are you're not going to lose them in favor of a master brand. The "BJC" seal shows the connectivity and...