Posts Tagged ‘branding’

Want to Get a Take on Branding from a Visionary PR Pro?

Wednesday, October 1st, 2014

Public Relations Society of America has chosen Allspire Chair and Evergreen Partners Co-Founder Karen Kessler to speak at the 2014 PRSA International Conference in Washington, D.C. As a leading figure in the public relations world, she has amassed an extensive background in a variety of subjects ranging from reputation management to branding. Kessler has been at the helm of numerous high-profile campaigns involving popular sports teams and a multitude of politicians. In addition to being profiled in The Wall Street Journal, she has been sought as a source of insight on crisis management news by The Star- Ledger and The TODAY Show.

The session focuses heavily on Kessler’s successful plan to brand Allspire Health Partners, a conglomerate compriseBrand Checklist Identity Quality Loyalty on Clipboardd of seven different companies. The union attracted media attention from several outlets, including Fox Business and Thomson Reuters. The task of creating a brand for this new brand fell onto the shoulders of Kessler, who managed to tackle the issue with ease and apply her immeasurable skills to an impressive branding campaign.

Kessler’s vast experience, coupled with her fascinating approach to PR, makes for a captivating presentation that’s a must-see for anyone with an interest in the field. Come to Kessler’s presentation Monday, Oct. 13, at 10 a.m. and learn a thing or two about branding from an expert!


Karen Kessler to discuss the branding of healthcare group at PRSA conference

Tuesday, September 30th, 2014

karenkesslerheadshot (1)Karen Kessler

President of Evergreen Partners Inc. and Chairman of AllSpire Health Partners

PRSA International Conference 2014 Session Name: “Communicating in a world of mergers, takeovers, partnerships and alliances”

Twenty-five years ago, I was approached to join the Board of Directors of my local community hospital. The board was seeking to diversify and they thought having one female board member might do the trick.

Two decades later, I have now served for six years as Chair of the Board of a two billion dollar healthcare system. Along the way, the community has diversified, the hospital has merged, the Board has changed and the industry transformed. It has been quite a journey and the future looks no less exciting.

When I was a young practitioner of public relations and investor relations, my skill set was not often sought out in healthcare. The industry was so heavily regulated that aside from the infrequent but alarming medical missteps, the role of the communications department was to promote the golf outings and coordinate the service line brochures.

I want to emphasize how vital a strong and innovative communications effort is to the healthcare system of today and tomorrow. In 2013 alone, 98 hospital and health system combinations were announced and during the first quarter of 2014, healthcare M&A total deal value amounts to $12.3 billion dollars.

The success of these megadeals is crucially dependent on a thorough and strategic communication plan. In my session, I will take you through the process of how I branded AllSpire, the largest health care consortium in the country, as well as the hurdles and insights along the way.

Protecting Queen Bey’s Hive

Friday, August 8th, 2014

in the Press Room of the 2011 Billboard Music Awards

A brand can be founded on anything, it seems. Something that should be as private as a marriage can be easily used to elevate a celebrity’s status- the tactics appear time and time again. That being said, it came as no surprise when the reigning King and Queen of hip-hop and R&B stepped into the role of husband and wife in 2008. Together, their careers were propelled to an entirely new level of success, culminating most recently in a world tour grossing $100 million in profits, according to Now, six years later, the duo known as “Bey-Z” are battling rumors of their marriage teetering on the rocks.

On July 29, the two attended a private event for the opening of Jay-Z’s mother’s new restaurant. An allegedly private photo surfaced of the two enjoying Gloria Carter’s event at Newark’s Diamondz N Da Ruff.

When the Star-Ledger questioned Carter about whether her son and daughter-in-law would be separating, the rapper’s mother brushed the inquiry aside, saying, “That’s not what this conversation is about.”

The cold, hard truth is this: Beyonce and Jay-Z are worth more together than they are apart. Their relationship is, arguably, one of the key factors of their continuing success as they cater to the public’s idea of a fairytale romance. If they truly are having marital problems, it’s hardly a shock that the two would strive to do anything in their power to protect their public image. Whether they unite as a family in support of their mother or, as they’ve been doing, acting out their romance on stage, it’s more beneficial for them to continue to act as a happy couple. If they want to keep their tidal wave of success from ebbing, it’s probable we’ll continue to see these photo ops emphasizing a supposedly solid marriage.

It’s worth noting that there are celebrities who actively, and successfully, shy away from the spotlight. We rarely see these celebrities’ private lives, as they manage to keep them hidden from the public eye and separate from their work. When relationship issues arise in heavily publicized celebrity couples, it’s only fair to ask: Is using a relationship to buoy your fame worth it? If the bond matters that much to Beyonce and Jay-Z, wouldn’t they detest the notion of incorporating their marriage into their brand?  It seems safe to say they take no issue with this particular method of branding. After all, they’re only continuing to rake in unimaginably immense profits.



What’s In a Name, Part Two

Thursday, December 15th, 2011

We cannot think of two entities who share less in common than Al-Qaeda and the security company formerly known as Blackwater and Xe, now known as Academi. Oddly enough, to escape negative attention, they are both looking to rebrand in a similar fashion. As blogged about here; Blackwater Xe Academi, for the second time, recently changed its name to escape its track record and associated bad press. Now Al-Qaeda is doing the same.

As Al-Qaeda will learn, no amount of name changes will make people forgot that you are the organization responsible for the widespread murder of civilians throughout the world. At the end of the day, a reputation is built on more than a name. It is hard for companies such as Blackwater Xe Academi or, in this case, terrorist organizations like Al-Qaeda to simply change a name and start over. The road to reputation recovery is often long and complicated.

What’s In a Name

Monday, December 12th, 2011

As Blackwater Xe Academi is learning, a name change is not the easy reputation fix that some would let you believe. For the second time since their disastrous killing of civilians in Iraq in 2007, the company formerly known as Blackwater has changed their name.

Yes, the name is different. But the company is the same, the contracts are the same, the same executive team is still in charge and company offices remain in the same locations. Blackwater Xe Academi will have to carry around their history regardless of their name. Although important, a company’s identity is not purely established by a name or color scheme. There are no easy fixes in the world of reputation management and Blackwater Xe Academi is sure to learn this the hard way.