January 2015

Rose Naff - CEO Florida Health Choices

What’s in a brand?

I didn’t set out after graduating from college with a plan to launch three separate startup companies but I have.  With each venture, establishing a brand, developing style guides to ensure consistent use of colors and fonts, building brand equity, and protecting the brand became regular items on my executive to-do list. First was the Florida Healthy Kids Corporation.  Seventeen years later, I launched Government Policy Solutions.  In 2010 I was asked to lead Florida Health Choices and the familiar life cycle of brand development commenced for the third time in my career.  However, this time it was different. Initially,…
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