Not My Hospital — How to Win at Rebranding Against Resistance

Chance are, at some point, you will face the challenge of a rebrand, whether due to a merger or acquisition or because the CEO wants a "big change." When it happens, you may wrestle with daunting challenges, including developing a brand architecture, creating a brand positioning, and "selling" the new brand to leadership, employees, physicians, and consumers with strong emotional attachments to the way things were. Learn how two different organizations "SCL Health System and The University of Vermont Health Network " innovatively addressed these issues, and how each one emerged as a strong, dynamic, and successful brand.