LOS ANGELES: Brand management in the retirement community and aged care sector in USA is in an abysmal state.
Brand names, which take many lifetimes to establish, are being routinely trashed by dumb management, ineptitude, spectacular implosions and staff treachery.
Who advised Brightwater to issue an eviction notice to a 77 year old resident with just a couple of months to live? Who suggested to Metlifecare it market ‘daylight’ as an innovation, when it previously ‘lost’ a resident for 13 days?
Who put Ryman up for a most trusted brand award, when in Wellington, it can only be trusted to lose a Dementia resident, breach governance standards and only rejig an integrated retirement community management team under pressure from the local media.
Brand management will be a hot-button segment at the trends conference in…