We have the good fortune of speaking with many practice managers and marketing pros for Charlotte area healthcare practices. We like to kick off those conversations with four questions:
- How are you sharing the compelling story of your practice’s expertise with potential patients and referring physicians?
- Would you appreciate help articulating your practice’s unique brand positioning and key messages?
- Do you have a solid plan to maximize your marketing spending and show a return on investment to your practice?
- When was the last time you were able to pause and take a strategic look at your efforts?
The answers to these questions inevitably lead to conversations that help us understand where they are with branding and marketing. In turn, it helps us develop plans that can help.
With some clients, like OrthoCarolina, we bring our skills and experience and work as an extension of their internal marketing team. With others without marketing staff such as Carolina Asthma & Allergy Center, we act as their on-call marketing department, providing comprehensive marketing strategy and support.
In an extremely pragmatic descision, Stanford University recently changed its logo to make it work better in our digital world.
Unless, you know, the 1800s are new. Check out this article from Fast Company
I will admit I was a bit shocked last Fall when Charlotte-based Belk rolled out their new logo for a couple reasons:
• The old mark had years of equity. Sure it was a bit dated, but aren’t we all?
• In the midst of the economic downturn, Whisky Tango Foxtrot are they thinking, spending millions on rebranding? (Store signage alone is estimated to cost $25 million)
I wanted to be a hipper-than-thou, bandwagon-jumping design nerd. I wanted to point out that their “b” looked like a rip-off of Bloomingale’s.
That they used a derivative of Avant Garde. Like Glee. I wanted to Photoshop smart-ass images like this to show how plagiaristic the new logo is:
While all those things may be true, after living with the new logo for more than half a year, I must say that I have come to like it. More than the mark itself, I really like how it has been thoughtfully translated to, among other things: bags, architectural signage, credit cards, in-store signage, and my absolute favorite: television. Having spent a holiday advertising season watching the Belk spots, I think they’ve done a great job. Using the blue petals as a visual device… I love it.
How about you? What’s your opinion about the new logo? Do you think the new mark reflects the customer experience? Does the tag line “Modern. Southern. Style” ring true to you?