I just finished the most recent work from one of my favorite authors and fellow brand strategist, Joseph Michelli. If you are reading this blog, you know I reference Dr. Michelli often. His previous works, The Starbucks Experience and The New Gold Standard are ones that I cite when working with my education clients. In those publications, Joseph helps organizations understand how to transfer brand success from Starbucks and Ritz-Carlton into your own organization.
Prescription for Excellence does the same. Perhaps in an even more emotional way than previous works. As a higher education brand consultant, I was excited to learn that his most recent work shares the brand development process of the UCLA Health System. I am always looking for new gems that I can share with my clients during our co-branding efforts. In Prescription for Excellence, Michelli provides a collection of health challenging stories from patients from all over the world and how UCLA provides exemplary care by delivering on its brand promise.
Many of you know that I am an advocate of multi-sensory branding. The process of incorporating all five senses into the brand development process. I love how UCLA makes great use of patient care with dogs. The lick of a dog's tongue on your face or the warm petting of fur makes the pain go away. Enough from me. Go get a copy of Prescription for Excellence. You will discover it is a shot in the arm for your brand's health. If you are not already, you will also become a brand champion of the Joseph Michelli brand.
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