Rebrand Success Story: From Hospital Bed Company to Health Tech Giant
Rebranding a $2.8 Billion global enterprise is not something done lightly. But, when you're a confusing house-of-brands with a stagnant image despite an ambitious innovation strategy, it's time to make a change.
Hear from CMO Richard Marritt how Hillrom designed, planned and executed a complete global enterprise rebrand which inspired employees, excited investors and customers, and transformed the company's tired and fragmented image to start driving headlines of "Health Tech Giant."
Discussion will include rebrand considerations:
Research and design considerations
Culture and change management challenges
Market and customer impact
Benefits of success - post mortem
Led global rebrand of legacy house-of-brands company Hill-Rom Inc.
CMO at Hillrom since 2016
General Manager and global marketing leader Baxter
Loves architecture, owns house designed by Frank Lloyd Wright