Not-for-profit senior living provider The Kendal Corporation is establishing new branding. When companies do this, they are investing time, talent, and money in shaping the public perception of who they are and what they represent. I know because, in one of my careers, I made my living shaping perception and studying the effectiveness of advertising and other tools of the marketing trade.
Kendal's challenge will be developing the corporate behaviors and attitudes that drive actions demonstrating the values they want the new branding to represent. It's all about actions; the words are abstract aspirations.
Richmond Shreve
NaCCRA Board Member & VP
Forum Moderator
Read my Blog post on this.