The Rebranding of a Legacy Healthcare Organization

By Ryan Rieches
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There is a lot that goes into the rebranding of a 135-year-old legacy healthcare organization. In this episode of Branding Business, RiechesBaird CEO Ryan Rieches explores this process with Carol Keese, the VP of Marketing, Brand Positioning and PR at Children’s National Health System — one of the nation’s leading pediatric care organizations.


Topics include:

  • How to know when the time is right to rebrand? (1:28)
  • How organizations can benefit from a parallel process to uncover what is believable, compelling and unique about their brand. (4:00)
  • The discovery and management of a large brand expansion. (14:30)
  • The evolution of a brand’s visual identity: an internal take on the process. (18:12)