Three Steps to a Strong Brand

November 2008
HealthLeaders Magazine;Nov2008, Vol. 11 Issue 11, p19
The article offers tips on how to set any tumultuous brand straight. First is making the experience all about the patient wherein patients should not fell any less respected in hospitals. Second is to adopt a specific selling point as, according to chief executive officer (CEO) Jane Parker of InterbrandHealth branding consultancy, vague branding is viable. Lastly, it advises to make a long-term commitment as Parker states that the pillars of a company's definition should be its pillars for a long period of time.


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