Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Expert criticizes demise of Starship hospital name

Brand expert criticizes demise of Starship hospital name

‘You don’t see me give medical opinions,’ says Jack Yan

Wellington, April 26 (JY&A Media) An international brand expert has joined the continuing outcry over the Auckland District Health Board’s decision to rename Starship Children’s Hospital as Auckland City Hospital Children’s Services.

Jack Yan, whose has numerous branding successes including Lucire, the only New Zealand site to receive a Webby Award nomination this year, said Board chairman Wayne Brown’s comments in The New Zealand Herald were naïve and foolhardy. Mr Yan was one of the authors of the brand manifesto, a document released in Sweden last year by the Medinge Group, a think-tank of international branding experts.

He seized upon Mr Brown’s comment that a public hospital should not have a brand. ‘It is symptomatic of ignorant management with no knowledge in branding,’ he said.

‘Brands help identify organizations, but more than that, the best ones create community and generate happiness.

‘Starship was the perfect example of this in New Zealand. There are organizations that would have to spend millions to get the same goodwill and support.’

According to Mr Yan, there are no business or academic opinions that support Mr Brown’s belief.

He questioned the Board’s judgement on saying that the children’s hospital was not special, when ‘every other organization in the world is trying their darnedest to make themselves more special.’

He believed the comments alienated not only funding sources but the hospital’s staff.

‘By making Starship “just another hospital”,’ said Mr Yan, ‘it will lose funding and donations because no one will know what it stands for any more.’

He added, as a message to the Board, ‘You don’t see me give medical opinions because I‘m not informed in medicine.’

In 2000, Mr Yan’s work showed a link between a strong brand and an organization’s performance. He holds a master’s degree in marketing, focusing on identity and branding.

A book that he co-authored with the Medinge experts and edited by Nicholas Ind, Beyond Branding, will be published by Kogan Page in the spring of 2003.

© Scoop Media

Business Headlines | Sci-Tech Headlines


Onetai Station: Overseas Investment Office Puts Ceol & Muir On Notice

The Overseas Investment Office (OIO) has issued a formal warning to Ceol & Muir and its owners, Argentinian brothers Rafael and Federico Grozovsky, for failing to provide complete and accurate information when they applied to buy Onetai Station in 2013. More>>


Tomorrow, The UN: Feds President Takes Reins At World Farming Body

Federated Farmers president Dr William Rolleston has been appointed acting president of the World Farmers’ Organisation (WFO) at a meeting in Geneva overnight. More>>


I Sing The Highway Electric: Charge Net NZ To Connect New Zealand

BMW is turning Middle Earth electric after today announcing a substantial contribution to the charging network Charge Net NZ. This landmark partnership will enable Kiwis to drive their electric vehicles (EVs) right across New Zealand through the installation of a fast charging highway stretching from Kaitaia to Invercargill. More>>


Watch This Space: Mahia Rocket Lab Launch Site Officially Opened

Economic Development Minster Steven Joyce today opened New Zealand’s first orbital launch site, Rocket Lab Launch Complex 1, on the Mahia Peninsula on the North Island’s east coast. More>>


Marketing Rocks!
Ig Nobel Award Winners Assess The Personality Of Rocks

A Massey University marketing lecturer has received the 2016 Ig Nobel Prize for economics for a research project that asked university students to describe the “brand personalities” of three rocks. More>>


Nurofen Promotion: Reckitt Benckiser To Plead Guilty To Misleading Ads

Reckitt Benckiser (New Zealand) intends to plead guilty to charges of misleading consumers over the way it promoted a range of Nurofen products, the Commerce Commission says. More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news