Wednesday, August 15, 2007

Brand identity

A recent informal survey we conducted indicates that more people know BIDMC is a teaching hospital of Harvard Medical School (52%) than know we are the Official Hospital of the Boston Red Sox (36%). However, we have been the former since the 1920's and the latter only for five years. This suggests to me that there is a relative lack of staying power in the Harvard name. I've put in a call to the administration at Harvard with some suggestions as to how they could enhance their brand identity. I left three options on President Faust's voicemail:

1) Merge with and leverage off the reputation of another university. My suggestion was MIT.

2) Purchase the Red Sox and move the main administrative office of the university to the snack bar on the Green Monster at Fenway Park, where it will be seen every time Mike Lowell or Manny Ramirez hits a home run.

3) Become the official university of the Boston Red Sox.

Thus far, no one has returned my call.

9 comments:

Anonymous said...

Boring companies pay big money to sports teams to put their names on arenas and stadiums (e.g. Gilette Stadium, TD Banknorth Garden, Staples Center, etc.). Instead, they should license the team names (Red Sox Hospital, Fenway Park Physicians, New England Patriots Pathology Associates, etc.). You could change your title from "CEO" to "Big Papi," a significant upgrade in my book.

Paul Levy said...

Super advice. Will bring it up to my Board.

Anonymous said...

Wow, what got into your coffee this morning??!

Anonymous said...

Someone from harvard must have upset you?? Or...you are trying to make a point....hmmm

The Imp ;-) said...

lol. very nice. ;)

Anonymous said...

Hmmm. I don't know if I would want a return phone call from someone named "Faust".

On the othe hand, if you should get a call from me, you will know you are hearing from an even higher authority than the President of Harvard, although you should continue to be concerned that it has something to do with the afterlife. Miss Devine

Yigal said...

Seriously, I think the affiliated hospitals should add "Harvard" to their official names, e.g. "Harvard-BIDMC" or "BIDMC at Harvard Medical School". Just like Tufts-NEMC. Both the hospitals and the school will benefit.

Anonymous said...

Seriously, Harvard is a world class university with an endowment of nearly $30 billion dollars. Exactly how would it benefit by allowing the University name to be affixed to few hospitals in Boston? If you want to judge the staying power of the Harvard brand, test it with owners of 50 foot long yachts in Marblehead or owners of polo ponies.

Heather O'Neil said...

Paul, I think the reason for the quick uptake with the Red Sox and unimpressive response to Harvard might have somthing to do with how people can identify with each entity....most people have a much greater chance playing for the Sox than they do going to Harvard Med School :) just a thought!