Culture and New Scrubs: Chapter 3 of “HOW TO Rebrand A Hospital”


(Excerpt from chapter 3)

For your brand to thrive, it needs to be nurtured by a culture that embraces your organization’s values and shares its vision. You can have the most phenomenal logo, theme, color scheme, tagline, mission statement and marketing campaign in the universe, but if you don’t have people who live your brand, you might as well shove it all into a dumpster. Because, when they act together and consistently, when they become the collective unit known as your organization’s culture, people elevate a brand from mediocre to meaningful.

Of all the parts that make up a successful organization, culture is one of the most integral elements, and, for many healthcare entities, the most elusive. Part of the problem is historical-


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