Activating Northwell Health’s brand purpose through Movement Thinking

Ramon Soto, Ali Demos and Scott Goodson
Additional contact information
Ramon Soto: Northwell Health, USA
Ali Demos: StrawberryFrog, USA
Scott Goodson: StrawberryFrog, USA

Journal of Brand Strategy, 2024, vol. 12, issue 4, 326-344

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.

Keywords: brand purpose; brand performance; Movement Thinking (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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