“Getting to know you – and go to you” was the brand-building theme of the day when Aventura Hospital and Medical Center hosted an Aventura Marketing Council breakfast meeting featuring marketing and business development expert Janice Winter of Janice Winter Inc. - specializing in building branded businesses, retail operations and customer engagement.
Bob Hollander of Brown & Brown Insurance, standing in for AMC Cliff Schulman of Weiss, Serota, Helfman, helped welcome hundreds of “famous name” business and community leaders gathered at Florida International University’s Kovens Conference Center along with Aventura Hospital CEO Dianne Goldenberg. During the “A-List” AMC networking event, guests learned about Aventura Hospital’s “A-List Healthcare” encompassing comprehensive patient services and state-of-the-art technology facilitating greater efficiency and rapid care.
Goldenberg noted, “Every day, we’re focused on how our team at Aventura Hospital can provide the best Emergency Department staff, the best doctors and nurses, cardiovascular surgeons, anesthesiologists, pathologists, oncologists, respiratory therapists, lab techs, behavioral health workers, wound care, diabetes education, and overall operations. We’re here to serve the community with an ongoing commitment to providing ‘A-List Healthcare.’”
Striking up the “brand,” Winter provided insight into how iconic brands are built. Formerly an executive with Estee Lauder, Winter went on to serve as president of Judith Ripka Companies, playing a pivotal role in leading the growth of the business from its early stages as an entrepreneurial startup into a renowned luxury lifestyle brand with 13 U.S. retail locations and over 200 points of wholesale distribution. She also founded Luxury Brand Consulting, Inc. in 2007 - a company focused on brand building, marketing and business development,
“Branding is based on developing a set of associations so consumers can make an emotional connection,” Winter explained. “Building a brand involves talking about your culture and what you stand for.”
Sharing the Judith Ripka success story, Winter emphasized, “Our strategy was centered on product differentiation and customer engagement to forge relationships and become part of the community. We made it fun to come to our stores and created a jewelry and lifestyle brand for women who had a lot of roles to play in their lives. We also focused on being a ‘value engineer’ by building stores that looked beautiful for a whole lot less. Consistency is key - so our sales team had to have a total understanding of who we were and what we stood for in terms of the ‘customer experience’ regardless of what town we were opening a store in.
“Building a brand starts with digging in to understand what customers are looking for, what their needs are, where you’re going to resonate and how you’re going to differentiate. Ultimately, building a brand and building a business evolves from finding your authentic story, communicating it, and engaging with the customer. Be determined, find your passion, make it your own and have a ball doing it!”
For more information about Aventura Hospital and Medical Center, phone: 305-682-7000 or visit aventurahospital.com. To learn more about brand building with Janice Winter, phone: 631-944-2883 or visit janicewinterinc.com
Written by Bari Auerbach
Photography by Andrew Goldstein