In this episode, John Kotsatos, VP of Sales and Marketing at Meadowood, discusses the comprehensive rebranding process that transformed the community’s identity during the COVID-19 pandemic. The conversation highlights the importance of maintaining a connection to the community’s rich history while modernizing its image to attract new residents and staff. John shares insights on overcoming resistance to change, the role of storytelling in branding, and the impact of visual identity on community engagement. In this conversation, John discusses the intricate process of rebranding and website redesign for Meadowood, emphasizing the importance of community involvement, emotional connection, and the impact of COVID-19 on marketing strategies. He shares insights on logo evolution, color palette choices, and the necessity of creating a user-friendly website that tells a compelling story. John highlights the significance of not just checking boxes in marketing initiatives but striving for authenticity and pride in the work produced.

Chapters

00:00 The Importance of Branding in Senior Living

03:03 Navigating the Rebranding Process

06:07 Connecting History with Modern Identity

08:56 Overcoming Resistance to Change

12:02 The Role of Storytelling in Branding

14:48 Visual Identity and Community Engagement

18:06 The Impact of COVID on Marketing Strategies

25:21 Navigating Brand Transformation

32:08 The Color Palette Evolution

41:44 Website Redesign Goals and User Experience

45:53 Embracing Uncomfortable Growth