About 50% of the time we get asked to do a project for a new client, they are doing so in response to updating their brand. Research has shown — to no one’s surprise — that the tri-colored yellow, pink, and blue marks do not signify academic excellence. Or there’s been an adjustment to the moniker, usually to broaden the scope of the hospital and allow it to brand other, non-critical care facilities.

Here in Boston, Tufts New England Medical Center is aggressively advertising itself as… wait for it… Tufts Medical Center. Not much of a change, but Tufts and New England Medical Center joined forces back in 1968, back before you could love a national coffee store chain. So, they’ve taken on a good deal of expense and put out new, innovative ads merely to remove the words New England. Might they have higher, more national aspirations?

The funny thing about brands is that what one defined you can now entrap you. And keeping your brand up-to-date, but not losing its fundamental value is tricky.

See the hubbub about revitalizing the Strawberry Shortcake brand – you know, the scented 1980’s kiddie doll? — and see how seriously they take “de-fruiting” the image.

How fruity-licious is your hospital brand?

I’ll take comments nominating the most 70’s stylish hospital brands below.