It was nearly two years ago that Hospice of Wake County realized it had an identity crisis. After 35 years, the organization had very low brand recognition in outlying counties and even in Wake County. Research revealed the need to shift the name and brand from being solely associated with hospice and Wake County to something that is a better representation of what they really do. The organization took the plunge and changed its name to Transitions LifeCare.

Cooper Linton, vice president of marketing and business development at Transitions LifeCare, recently shared details on the rebranding at the NCPRSA’s monthly professional development lunch. Today, he’s going On the Record to share what he learned during the rebranding process.

If you have been through a rebranding campaign, we’d love to know what challenges you faced and how you overcame them. Connect with us on Facebook to continue the conversation!