Her Health was created to help women with everyday things. Serious things. Hard to treat things and hard to admit things. In short, everything. And we left nothing to chance in a rollout that dealt openly and honestly with topics that ranged from mental health to sexual dysfunction to snoring. Subjects that most women don’t want to talk about, but sure want to hear…

Since 1991, we’ve been part of the Subway team. And in 1991 that was a pretty small team. Just a handful of stores and average unit volume ranged from not much to not enough. Fast forward to 2011 and you have the world’s largest chain of QSRs. Pretty amazing.

Meet a team of brand fixers. Hear from the furtherers, themselves. Welcome to blr | further: the movie.

Folks in healthcare know, as moms know, that deciding where you’re going to have your baby is different than any other healthcare decision. It’s probably the only time you decide to go to the hospital for happy reasons. So, what can a hospital say that could possibly make a difference in that decision? How about the one thing that makes a real difference, whether you’re the mom, the baby, or even the physician…and that’s the nurses. Are they experienced? Do they know what they’re doing? Do they make you feel safe just by being there? That’s the track we went down in this campaign and we made it as easy as possible to get to know the folks who have to come through when it’s time to deliver.

Visit a project site, www.bellinbabies.org.
Also visit, www.bellin.org.

What do heart patients want? They want real information that helps them make good decisions. What they don’t want are bad heart puns and cartoon pictures of Valentine’s. But for some reason hospitals are content with some version of “We put our hearts into healing yours.” We’ve opened more heart hospitals and created more compelling work for cardiovascular programs of all shapes and sizes than most branding firms around. And we’ve found that the right approach to connecting with an audience, and motivating an audience, is to find out what the heart team does well, match it to what really matters in the minds of heart patients, and then just say it as straightforwardly as possible. Sometimes simple isn’t just better; it’s best.

Visit a project site, www.bellinheart.org.
Also visit, www.bellin.org.

What is Brand College?
Every business has a brand, either by design or the lack of design. The question is whether that brand is capable of helping your company reach its business goals. A brand is far more than a logo or an ad. A brand is not just what you say you are. It’s who you are. A brand is how you answer the phone, interact with strangers and treat one another. And that means, more than anything else, a brand is influenced by the way your employees go about the daily business of meeting the needs of the people you serve. Are your employees ambassadors of your brand? Do they know what your brand is? Send them to Brand College. It’s an entire curriculum and the subject is you.

Every year we get to do something…usually fun…that’s seen within the hallowed halls of Lambeau Field. It’s always fun to work in the Frozen Tundra. And it doesn’t hurt exposure levels when the team that plays there wins the Super Bowl.

Retail health is something we know about. We’ve had the pleasure of creating from the ground up the brand for the number one health system-owned retail health provider in the country. And it just keeps growing. Fast.

Our first client, years ago, was a fitness center called SportsLife. (Twenty five years later we still thank them for taking that chance.) This assignment was a little bigger: Create a brand suitable for superstars…and the people wanted to be one.

Visit a project site, www.bellinrun.org.

Research (along with 30 year-old copies of Trout and Ries’ Positioning) spells it out pretty clearly, pretty much every time: The specialist beats the generalist. And we’ve been able to prove the theory true every time we’ve had the opportunity to open or work with a specialty hospital. The trick is to resist playing copywriter tricks and being all clever and let the benefits of the product or service have their way with the messaging. The result is that the customer not only gets it, but appreciates the chance to do so.