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  • Writer's pictureBrian Creath

Brand Work: Brand Evolution

Several years ago, Missouri Baptist Medical Center had a health issue of its own: declining brand preference. 

Because the hospital had never built a true position in a highly-competitive market, better positioned brands were taking the lead. 

And yet, former patients ranked Missouri Baptist as one of the best for advanced medicine and quality of care. The hospital had a great story; more people simply needed to understand it.

Cohesion. began by positioning Missouri Baptist as a best-of-both-worlds hospital: large enough to offer advanced medical care, yet small enough to do so in a less intimidating and more personal way than an academic mega-hospital.

This ‘intersection’ of high tech and high touch happened to work nicely with the hospital’s main geographic attribute: It sits at the intersection of St. Louis County’s two main highways. 

Our positioning work carried this thinking into a completely new logo and brand identity for the hospital. This included a hospital-wide identity system that carried into all signage, wayfinding and subsidiary branded assets.

Do you know an organization that needs to evolve their brand? Contact Brian Creath, president of Cohesion at or at 314-276-5383.

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Cohesion is a strategic brand consultancy that helps organizations position, package and articulate the essence and direction of businesses, brands, solutions and issues. Since 1999, our work has created new value and revenue for more than 150 organizations, including Fortune 500 corporations, mid-market companies and innovative small businesses. To learn more visit, or contact Brian Creath, president, at

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