On-Site Coverage: More than One Way to Build a Brand, CO-OP Conferees Told
ANAHEIM, Calif. — Attendees at CO-OP Financial Services’ THINK 2011 Conference on Monday received a full measure of ideas and messages on the powers of brand to a credit union.
Nancy Lublin, founder of Dress for Success and current leader of dosomething.org, and Susan Packard, longtime leader at HGTV, each discussed different aspects of process in building brand.
Lublin spoke about how having no money can force an organization into a process of building a brand based on structure and values, rather than just throwing money at a research firm or using big bonuses to drive employee behavior.
Packard discussed how using humor and focus and core values can help an organization build a culture that in turn builds process and that, in turn, builds a brand. She used the example of a medical center that put patients first to such an extent that it completely changed the way it treated patients.
Instead of patients going from doctor to lab to therapist, the hospital had the patients in very beautiful rooms and the doctors and the technicians and therapists come to the patients.
The hospital changed its practices to such an extent that some doctors left, Packard said, but the ones that remained helped the hospital become nationally known.