Down the drain it goes. Recent years have seen big bucks spent - literally hundreds of millions of dollars - by the more than 5,000 provider organizations on marketing and branding initiatives. This profuse spending has resulted in only isolated examples of successful branding efforts with measurable and clear outcomes.
Why all the trouble with such little success?
Conversations about brand and responsibility for its strategic direction have typically rested in the wrong hands within the provider enterprise. Instead of being a marketer's tool, the brand of your organization must be placed squarely atop of the CEO's agenda. All the way to the top: Chief. Executive. Officer.
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