“In 2007, we decided to rename our nonprofit organization to better reflect our mission and the concern and compassion our agency has demonstrated for more than 100 years while helping Brooklyn’s most vulnerable residents overcome their emotional difficulties.

“We found the name we were looking for, thanks to Gerry Lantz of STORIES THAT WORK. Gerry conducted focus groups with our executive team, clinicians, clients, and funders, took that information, analyzed it, and distilled it into dozens of possible names and tag lines. From that list, we chose Brooklyn CareWorks…Warm Hearts, Helping Hands, Better Lives because we believe it succinctly captures what we do and who we are as an agency--we care about the clients and the communities we serve and the services we deliver work. The reaction to the name change has been overwhelmingly positive.”

Dr. Pamela Straker, Presidnt & CEO, Brooklyn CareWorks

RE-BRANDING A NON-PROFIT

How the 100-year-old Brooklyn Psychiatric Centers Discovered Their Everyday Stories and Expressed Them in a New Brand Name and Tagline.

ACTION

Everyone associated with the Brooklyn Psychiatric Centers felt the same way about the organization and its services: they loved the place and the difference it made in people’s lives. Sadly, the “psychiatric centers” part of their name created the misperception that the organization was a metal-bars-on-the-windows-lock-up, a frightening place to be. Nothing could have been further from the truth.

BACKSTORY

In its 100th anniversary year, Brooklyn Psychiatric Centers decided that they had been saddled with an old-fashioned name long enough. They needed a new name for the next century to reflect who they really were, the contributions they made to so many individual lives, and the on-going spirit and vitality of the organization. Complicating their outdated name, the five Center’s were known by the name of their respective neighborhoods. They needed a strong umbrella brand and tagline to cover their centers and the multiple programs they offered in schools, prisons, and senior centers.

CLIMAX

STORIES THAT WORK conducted qualitative interviews with all stakeholders to elicit their SuccessStories™. From patients, clinicians, administrators, and executive team to the board of directors, each group told similar heart-warming stories of a safe haven, of lives knit back together, and of providing coping skills day-in and day-out even to those who could not pay. These stories revealed unanimous agreement on values lived and results delivered. Together we condensed their BrandStory™ into six human attributes: what it stands for and what it means. This work was so powerful and cohesive that they added a new level of emotional warmth to their mission statement.

DESTINATION

STORIES THAT WORK developed a new name and tagline: Brooklyn CareWorks. Warm Hearts. Helping Hands. Better Lives. It’s what they do, how they do it, what patients receive, and how they feel about it—all in one name and line.

"What a savvy marketer can teach us about an authentic conversation between a brand and its customers and their stories. Dove’s “Real Beauty” and “Self-Esteem” Campaigns" Gerry Lantz presentation to Golden Fleece International Org. Story Conference, May 5, 2007, Washington, DC

“Gerry, you blew me away with your presentation. Your ability to tell a story is superb. You held us rapt, glued to your words and images. There were times when the whole room was rocking with laughter and other moments I was touched deeply by the humanity you highlighted. It was one of the best presentations of the conference!”

We found ourselves in a situation where our current brand name was no longer usable due to a trademark issue. Your BrandStory Strategy Guide was an invaluable preparation tool that allowed us to take a step back and review our communication targets and goals.

This tool not only ensured that you had the working knowledge you needed to create a powerful brand name for us, it also enabled us to reaffirm our positioning strategy. Instead of just shooting off names hoping one would stick, you took the time and effort to make sure that the name had impact, was catchy, easy to remember and most importantly communicated very succinctly our message to two distinct targets--banks and atm users. The result--a new brand name that completely blows away the original.

I had the opportunity to work with Gerry Lantz to help me develop a personal "branding" message. Although I have been consistently involved in formal skill development programs for many years, Gerry's approach was very direct, efficient and personal. He listened carefully and tailored his program to my specific needs. His process helped me articulate my strengths and unique value proposition in a natural, conversational way that has proved to be very effective when meeting with clients, prospects and business associates.

I would highly recommend Gerry to any executive or business owner who is looking to create a unique and marketable image for themselves, their team and their company to help them grow in a fiercely competitive environment.