Rebranding News: Michigan Medicine

On January 9th, Ann Arbor-based University of Michigan Health System re-branded itself Michigan Medicine. Adapted from their press release:

“We expect Michigan Medicine will help generate a better understanding of the strengths of our academic medical center and will energize all our faculty and staff,” said Marschall S. Runge, M.D., Ph.D, dean of the University of Michigan Medical School, executive vice president for medical affairs and CEO of Michigan Medicine."

Michigan Medicine. The name is memorable, direct, and, for good measure, an alliteration.

Rebranding is never easy. Conveying the rationale to stakeholders, changing out signage, and building audience familiarity/trust in the new brand is a challenge (and then some). In this case, it’s the right move.