Consolidations are more common than ever because of ever-changing financial, technological and regulatory environments.
For the Nebraska Medical Center, Bellevue Medical Center, UNMC Physicians and the University of Nebraska Medical Center (UNMC), uniting under one banner was the answer for providing sustained and enhanced service.
The newly integrated enterprise needed the branding strategy to definitively… establish its unique presence in a competitively crowded marketplace. Daake led the rebrand with unity and transformation as the key drivers behind the creation of Nebraska Medicine.
Daake took an in-depth approach to fully understand the history and cultures of the three entities, as well as led conversation about what the future holds, including vision and goals. At its core, the rebrand needed to focus on establishing a united culture. One that demonstrates a shared passion for clinical service excellence, at a scalable size.
Through the rebrand, leaders rallied behind a single brand vision. This opened the door to shifting away from a destination brand to an extendable brand with global recognition.
Existing brand equity was also considered, which led to the name, Nebraska Medicine, and the use of the brand promise: “Serious Medicine. Extraordinary Care.” Elements of the new brand identity support the brand promise and existing academic medical centers, bringing life to the organization’s authoritative, courageous, and serious personality.