Center For Creative Leadership
Building a global reputation through a more aggressive competitive positioning
Evolving stakeholder perceptions to increase market share and affinity
Questions
Children’s National needed help repositioning themselves to increase market share and to become known for their holistic health system. We helped them answer the following strategic questions:
- How do we turn around decreasing market share?
- How do we better leverage our international acclaim into our local and regional markets?
- How do we broaden market perceptions to encompass our holistic health system?
- How do we engage families, referring physicians and donors to drive preference?
Approach
From research and strategy to creative and execution, our approach was multi-faceted, yet outcome-focused. It included:
- Competitive and trends analysis
- Rigorous primary research
- Brand strategy development
- Competitive positioning/ brand pillar development
- Messaging
- Visual expression and identity
- Bringing the brand to life
- Brand architecture
- Brand tracking and measurement
Results
20%
Increased Children’s unaided brand awareness
30%+
Increase in positive image attribute association
50%
Increased donations
5 place rank increase in
U.S. News & World Report ranking of top children’s hospitals
Value
“Three things distinguish The Brand Consultancy: their deep research and analytics that continues to inform our decision making in significant ways; their team—who is both incredibly smart and highly likable; and the practical application of their work. I recommend them without reservation.”
Executive Vice President and Chief Strategy Officer
Questions
Children’s National needed help repositioning themselves to increase market share and to become known for their holistic health system. We helped them answer the following strategic questions:
- How do we turn around decreasing market share?
- How do we broaden market perceptions to encompass our holistic health system?
- How do we better leverage our international acclaim into our local and regional markets?
- How do we engage families, referring physicians and donors to drive preference?
Approach
From research and strategy to creative and execution, our approach was multi-faceted, yet outcome-focused. It included:
- Competitive and trends analysis
- Brand strategy development
- Messaging
- Bringing the brand to life
- Brand tracking and measurement
- Rigorous primary research
- Competitive positioning/ brand pillar development
- Visual expression and identity
- Brand architecture
Results
20%
Increased Children’s unaided brand awareness
30%+
Increase in positive image attribute association
50%
Increased donations
5 place rank increase in
U.S. News & World Report ranking of top children’s hospitals
Value
“Three things distinguish The Brand Consultancy: their deep research and analytics that continues to inform our decision making in significant ways; their team—who is both incredibly smart and highly likable; and the practical application of their work. I recommend them without reservation.”
Executive Vice President and Chief Strategy Officer
