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Follow on Google News | How To Rename An Established, Successful Corporate Brand On New RiechesBaird Radio ShowJason Rose, Senior Vice President of Business Development for Inovalon reveals the details behind the company’s brand evaluation, how it led to a name change, and the introduction of the new brand.
By: John Christensen “Going through a rebranding and renaming process with an established, successful company can be like renaming your child,” explains show host Ryan Rieches, CEO and co-founder of RiechesBaird. “There is a great deal of emotion involved and past history to take into consideration. Jason and I discuss the importance of evaluating brand name and positioning as companies grow and evolve and confront ever-changing business dynamics.” Rose serves as Senior Vice President, Business Development for Inovalon, and is responsible for all aspects of introducing, launching, and expanding the company’s product and technology presence within the healthcare marketplace. He supports a wide range of corporate directives, including corporate branding and communication, market expansion, and strategic partnerships and alliances. Previously, Rose served as Vice President, Care and Quality Management, where he was responsible for the execution of product design, implementation, and business development and expansion of the company’s Care and Quality Management product solutions. Before joining Inovalon, Rose served as Senior Vice President of Public Programs health and Disease Management Services for APS Healthcare Inc., a provider of specialty healthcare solutions, where he was responsible for overseeing all aspects of Health and Disease Management programs across the Public Programs division. RiechesBaird’ “’Branding Business’ is not merely a tag line or ‘shorthand’ The ‘Branding Business’ radio show features the firm’s co-founders, Rieches and Baird, and principal Alan Brew as they interview influential CEOs and discuss and analyze the latest news and trends in the world of branding and branding strategies. From BP’s five minutes of shame to healthcare business branding strategies to analyzing the outlook for 2012 and the power of differentiation, these gentlemen share their insights and knowledge of branding in today’s ever-changing business environment. RiechesBaird, a leader in corporate branding, specializes in building the value of BtoB companies like American Airlines Cargo, Toyota, Sharp and Linksys, a division of Cisco. With offices in California and New York, they provide local service to their ever-growing group of marquee clients on both coasts. These success stories helped secure RiechesBaird’ American Airlines Cargo and Epicore Software. The magazine highlighted a trio of online campaigns created and implemented by RiechesBaird, including “Did You Know?” for American Airlines Cargo, “Promise of the Future” for Huawei Technologies USA, and “Accelerating Nonprofit Success” for OneOC. The magazine also recognized RiechesBaird’ About RiechesBaird RiechesBaird is internationally recognized as one of the premier brand development firms specializing in business-to- End
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