by Rob Rosenberg | Jun 25, 2015 | Branding & Identity, Springboard News
The phrase “win-win” is engrain in our vocabulary. It is to the point where business books call it one of the most overused statements of the last decade. Obviously, the meaning implies there is a mutual benefit to two parties who take part in a common...
by Rob Rosenberg | May 20, 2015 | Branding & Identity, Springboard News
In this branding blog, we have written about the “sweet spot with your hospital brand.” The book, “Aaker on Branding,” defines it as the intersection between consumer passions and brand benefits. While there are several variations of this...
by Rob Rosenberg | Apr 7, 2015 | Branding & Identity, Springboard News
It takes years to create a trusted healthcare brand; that carries with it quality, safety, assurance, and credibility in the minds of your consumers. Then, in an instant, it’s gone and – in many cases – impossible to get back. There are several reasons this occurs –...
by Rob Rosenberg | Mar 4, 2015 | Branding & Identity, Springboard News
The most effective way to be disruptive in today’s marketplace is to have the deepest possible understanding of your consumers. Have you ever been behind a focus group mirror watching a group of your customers, wanting to reach through the glass to educate them about...
by Mike Chapman | Jan 27, 2015 | Branding & Identity, Springboard News
From healthcare marketer to secret shopper, I recently experienced the effects of brand “leakage” with my physician. What I witnessed was how easily my symptoms translated to the pain of lost market share in hospital marketing. Brand “leakage” is the loss of revenue,...
