Magazine article Marketing

Opinion: The Marketing Society Forum - Will the NHS' Rebrand to Express Diversity Be Money Well Spent?

Magazine article Marketing

Opinion: The Marketing Society Forum - Will the NHS' Rebrand to Express Diversity Be Money Well Spent?

Article excerpt

The Department of Health is reviewing the NHS brand in a bid to better reflect its services. Agencies will be invited to pitch for the work in the autumn.

POLLY COCHRANE, DIRECTOR OF MARKETING, CHANNEL 4 - MAYBE

UKTV's G2 had two things going for it when it rebranded as Dave - a brand name that must have actively turned people away and a brand experience that was significantly ahead of perceptions (if you like Top Gear and Never Mind the Buzzcocks).

There's nothing wrong with the NHS' name, but there is a very high-profile problem with the brand experience. Brilliant examples of miracles being performed are drowned out by stories of patients being let down by superbugs and understaffing.

If there is any rebrand, it must be based on demonstrable and nationally recognised improvement in the experience of patients if it is to avoid being seen as extravagant window-dressing at taxpayers' expense.

BART MICHELS, MANAGING DIRECTOR, ADDED VALUE UK - YES

The danger is that in the hands of a disorganised, bureaucratic nightmare, this has 'wasteful money pit' written all over it. However, the optimist in me says the benefits outweigh the risks.

The NHS is a potentially amazing, underutilised substantiator of Brand UK. Rebranding should be a light-touch exercise. Do it differently, away from all the usual fanfare, and leverage the grass-roots nature of the organisation.

Create a new brand energy from inside out, and bottom up from employees first. It will work only if patients can feel and replay the idea, and if the remuneration of managers is based equally on customer experience and traditional key performance measures. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.