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1© 2018. All Rights Reserved.
www.openminds.com15 Lincoln Square, Gettysburg, Pennsylvania 17325
Phone: 717-334-1329 - Email: [email protected]
#OMInnovation
The 2018 OPEN MINDS Strategy & Innovation InstituteTuesday, June 5, 2018 | 1:00 pm to 3:30 pm
Timothy Snyder, Jr., Executive Vice President, OPEN MINDS
Kristi Hamilton, MBA, CPPM, Senior Associate, OPEN MINDS
Do You Need A New Look? A Roundtable Discussion On Re-Branding Your Organization
2© 2018. All Rights Reserved.
I. Introductions
II. The Why of Branding
III. Introduction To Primal Branding
IV. Primal Brand Exercise
V. Discussion
Agenda
Linkedin.com/in/kristihamilton
linkedin.com/company/open-minds-circle
facebook.com/openmindscircle
@KristiPHamilton
@openmindscircle
Kristi Hamilton, MBA, CPPM
Senior Associate, OPEN MINDS
Introductions
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What’s Your Your Brand Legacy?
Introduce yourself and your organization
How long has your current “look and feel” been in place?
What’s driving you to think about the re-branding process?
Rate your readiness to re-brand?
– Just starting to think about it
– Working to gain buy-in from internal partners and leadership
– Ready to go and looking for the right partner to lead us through the process
The Why Of Branding
6© 2018. All Rights Reserved.
The Why Of Branding: Consistent Connection
Framework that connects a company
with its customer.
The emotional connection someone
experiences when doing business
with an organization or consuming a
product.
The promise of a particular kind of
relationship with a product or service.
The one word you or your company
own in a person’s mind.
7© 2018. All Rights Reserved.
The Why Of Branding: Sum Of All Interactions
“Your brand represents the sum of ALL the minds and souls of every single person that comes into contact
with your company over time.”
Martin Lindstrom, BRANDchild™
8© 2018. All Rights Reserved.
The Why Of Branding: Attract & Retain Employees
“Provider organizations need
to position themselves as
“employers of choice” by
building an employment
value proposition (EVP).
Consider this EVP your
organization’s brand, from
the perspective of
employees and possible
employees.”
9© 2018. All Rights Reserved.
The Why Of Branding: Competitors
Invaders & Disruptors at The Door:
Facebook: online tools via Facebook Live and Messenger to support consumers who may be suicidal
Apple: primary care clinics for employees; Health Records iPhone app; Pact with 13 health systems for ability to download health records to Apple devices
Alphabet: Google’s parent company, to create a new health care business called Cityblock, to offer integrated primary care, behavioral health, and social service to low-income Americans living in urban areas
Amazon, Berkshire Hathaway and JPMorgan Chase & Co. in a joint venture to form an independent health care company
Primal Branding
11© 2018. All Rights Reserved.
Introduction to Primal Branding
12© 2018. All Rights Reserved.
Primal Branding Exercise
1. Creation Story
2. Creed
3. Icons
4. Rituals
5. Non-Believers
6. Sacred Words
7. Leader
Discussion
www.openminds.com n 15 Lincoln Square, Gettysburg, Pennsylvania 17325 n 717-334-1329 n [email protected]
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OPEN MINDS helps over 180,000 industry executives tackle business challenges,
improve decision-making, and maximize organizational performance every day.
See how our market intelligence can help your organization at www.openminds.com.
Mental Health Services ▪ Chronic Care Management ▪ Disability Supports & Long-Term Care
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