Hospital Branding

Great brands make a promise to consumers and deliver real value.  They go beyond "feature/benefits" and improve the way we feel, perform, and enjoy life.  Think about your favorite brands and the messages they communicate; most likely one or more of these lofty platforms are covered. A recent consumer study was conducted to peel back benefits and uncover what really drives consumers to certain brands.  These are called "heartbeat" brand attributes because they, well, make hearts beat with excitement, passion, and hope. In the 2014 "Heartbeat Brand" survey, conducted by Springboard Brand & Creative Strategy, consumers (N=225) were asked, "How important are the following characteristics of a heartbeat brand?"  The top three that emerged as "very important/important" were: Reflects a personal passion           69% Improves health and well-being    66 Expands my knowledge                 64 All three of these characteristi