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Activating Northwell Health’s brand purpose through Movement Thinking

Author

Listed:
  • Soto, Ramon

    (Northwell Health, USA)

  • Demos, Ali

    (StrawberryFrog, USA)

  • Goodson, Scott

    (StrawberryFrog, USA)

Abstract

Can purpose be a business catalyst? Some believe that purpose comes at the expense of performance, particularly when markets go through difficult cycles. Northwell Health has found that purpose can drive performance and can open up brand frontiers it had not anticipated. By differentiating its business in the hyper-competitive New York healthcare market, Northwell is seeing higher recall rates for advertising, higher consideration levels for services, and historic highs in likelihood to recommend and net promoter scores. Purpose can absolutely drive business performance. This paper describes the value of Movement Thinking to help get a brand purpose off the page and into the world. The paper presents Northwell’s movement journey as an illustrative case study and close with seven concrete steps that brands may use in charting a movement journey of their own.

Suggested Citation

  • Soto, Ramon & Demos, Ali & Goodson, Scott, 2024. "Activating Northwell Health’s brand purpose through Movement Thinking," Journal of Brand Strategy, Henry Stewart Publications, vol. 12(4), pages 326-344, March.
    • Handle: RePEc:aza:jbs000:y:2024:v:12:i:4:p:326-344
    as

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    More about this item

    Keywords

    brand purpose; brand performance; Movement Thinking;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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