When Discovery Senior Living decided to launch a new experiential senior living brand, they turned to one of the top minds in brand development and management, Laura Bates. In this episode, Laura shares the story behind the development of the new brand, Choreograph. She explains how her team used quantitative analysis of their target demographic to determine what was missing from other active adult communities that residents desired, and embrace evolving preferences of the incoming baby boomer generation.
“The trick with brand positioning is to figure out how you can look into that vast ‘sea of sameness’ and carve out a unique proposition that can connect emotionally with your target customer.”
-Laura Bates
DISCUSSED IN THIS EPISODE
→ Steps to take to begin differentiating from the "sea of sameness."
→ Why deep research into your target audience is vital to identifying your value proposition.
→ What it means to always start with the customer in mind.
→ The vial role of quantitative analysis in brand positioning.
→ The thing that Discover SL found was missing from other "active adult communities" and that prospective residents desired.
→ What senior housing providers can learn from the hospitality industry.
→ The role national partnerships can play to give reach and scale to a brand.
