Abstract
BackgroundBranding—the assignment of names, logos, slogans, and related elements of identity to institutions and their product offerings for the purpose of conveying desired images to target audiences—is of paramount importance in the health services industry. Associated initiatives traditionally have centered on developing verbal and visual brand expressions, but opportunities abound to drive brand equity by supplementing traditional pursuits with new, different, and unexpected expressions that afford highly memorable experiences.DiscussionWillis-Knighton Health System has possessed an expanded view of branding for decades. While the system has directed thorough attention toward traditional brand expressions, additional identity opportunities outside the bounds of traditional branding thought have been pursued vigorously. There perhaps is no better illustration of Willis-Knighton Health System’s expanded approach to branding than that of Willis the Bear, the institution’s iconic teddy bear mascot developed to promote labor and delivery services. This article presents the origins and development of this brand expression, particularly emphasizing the need to address nontraditional elements of identity for purposes of driving brand equity.ConclusionsGiven the importance of brand management and extraction of associated value, health services organizations must diligently direct attention toward branding initiatives. Traditional approaches, when executed well, deliver excellent results, but enhanced value can be derived by addressing nontraditional brand elements which afford unique opportunities to differentiate given establishments from their competitors, facilitating institutional viability and vitality.
Highlights
Branding—the assignment of names, logos, slogans, and related elements of identity to institutions and their product offerings for the purpose of conveying desired images to target audiences—is of paramount importance in the health services industry
Symbols representing given healthcare establishments, color schemes on associated logos, jingles featured in television commercials, and so on all emerge through branding initiatives
From a Willis-Knighton Health System logo being stitched into his paw to presentation of the character in the form of a stuffed animal to restrictive distribution, Willis the Bear was carefully devised to derive maximum benefits from the associated brand expression
Summary
In the mid-1990s, after many years of concerted effort, Shreveport, Louisiana-based Willis-Knighton Health System assumed market leadership in the Ark-La-Tex, the region of America where the states of Arkansas, Louisiana, and Texas converge. With traditional branding initiatives addressed comprehensively, Willis-Knighton Health System investigated possible opportunities to expand branding efforts to bolster identity and add a degree of uniqueness to the labor and delivery experience During this particular era, new mothers remained hospitalized for several days following childbirth, leading executives to consider offering something special for the new parents while they awaited returning home. The idea was deemed to be meritorious, with the branded teddy bear being viewed as unique (i.e., not offered by any healthcare provider in the market), memorable (i.e., expected to leave a lasting impression), appropriate (i.e., viewed as a perfect gift to celebrate a child’s birth), enduring (i.e., expected to be kept and appreciated), and marketable (i.e., viewed to possess significant promotions potential) Such qualities, well known to be attributes of excellent brands [25, 26], gave Willis-Knighton Health System confidence in the viability of the concept.
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