{"id":37556,"date":"2025-12-08T22:24:07","date_gmt":"2025-12-08T22:24:07","guid":{"rendered":"https:\/\/prophet.com\/?p=37556"},"modified":"2025-12-15T23:46:18","modified_gmt":"2025-12-15T23:46:18","slug":"brand-as-a-strategic-growth-engine-a-conversation-with-piedmont-healthcares-cmo","status":"publish","type":"post","link":"https:\/\/prophet.com\/2025\/12\/brand-as-a-strategic-growth-engine-a-conversation-with-piedmont-healthcares-cmo\/","title":{"rendered":"Brand as a Strategic Growth Engine: A Conversation with Piedmont Healthcare\u2019s CMO"},"content":{"rendered":"\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column phone:mb-32 is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:140px\">\n<p class=\"h5 has-text-color\" style=\"color:#22ffab\"><strong>BLOG<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<h1 class=\"wp-block-heading h2\" id=\"h-brand-as-a-strategic-growth-engine-a-conversation-with-piedmont-healthcare-s-cmo-nbsp\">Brand as a Strategic Growth Engine: A Conversation with Piedmont Healthcare\u2019s CMO&nbsp;<\/h1>\n\n\n\n<p>How Piedmont CMO Douwe Bergsma is turning brand into a strategic growth engine.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: #ffffff;color: #0a0a0a;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:140px\">\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<p><em>In healthcare, few organizations have redefined the role of Brand Growth as boldly as Piedmont. Under CMO Douwe Bergsma\u2019s leadership, <em>marketing, communications, and patient experience have evolved from often undervalued\u00a0functions into Brand Growth,<\/em> a measurable business growth engine; accountable for driving demand, shaping brand health and improving patient experience.\u00a0<\/em><\/p>\n\n\n\n<p><em>In this conversation with Scott Davis, Prophet\u2019s Chief Growth Officer, Bergsma shares how he\u2019s reframed Brand Growth at Piedmont around patient-centered, financial rigor, data-driven accountability, and the courage to simplify. Together, they explore how <a href=\"https:\/\/prophet.com\/2024\/10\/download-brand-and-demand-marketings-great-love-story\/\">brand and demand disciplines combine to power sustainable growth<\/a> in one of the nation\u2019s most complex industries.&nbsp;<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-douwe-you-ve-had-quite-a-year-piedmont-s-performance-has-been-exceptional-how-would-you-describe-where-the-organization-stands-today-and-how-that-influences-your-brand-growth-priorities-nbsp\">Douwe, you\u2019ve had quite a year. Piedmont\u2019s performance has been exceptional. How would you describe where the organization stands today and how that influences your Brand Growth priorities?&nbsp;<\/h2>\n\n\n\n<p><strong>Douwe Bergsma:<\/strong>&nbsp;It\u2019s been a record year across many dimensions. Ten years ago, Piedmont\u2019s total revenue was around $1.5 billion. This year, we\u2019re tracking toward $9 billion. We now serve ~4.5 million patients across ~50,000 employees and offer services close to about 85% of Georgia. Piedmont is among the best performing systems in the U.S when it comes to quality, safety, cost management and overall financial performance.&nbsp;&nbsp;<\/p>\n\n\n\n<p>For me, the real story is how Brand Growth is now directly accountable for a significant part of our total revenue.<strong> <\/strong>That\u2019s based on our internal Brand Growth Mix Model (MMM), which quantifies the contribution to patient acquisition and office visits. That level of measurable impact is rare in healthcare.&nbsp;<\/p>\n\n\n\n<p>We measure success across three pillars:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list disc\">\n<li><strong>Demand:<\/strong> How many office visits and appointments Brand Growth directly drives, and at what ROI?&nbsp;<\/li>\n\n\n\n<li><strong>Brand:<\/strong> Awareness and favorability, tracked through independent third-party research.&nbsp;<\/li>\n\n\n\n<li><strong>Experience:<\/strong> How well do patients adopt our digital tools and how satisfied they are.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Those three lenses together represent the full brand journey \u2013 from the first awareness moment to a lifetime of patient loyalty.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-that-s-an-extraordinary-shift-from-brand-growth-as-a-service-function-to-a-growth-engine-what-sparked-that-transformation-nbsp\">That\u2019s an extraordinary shift, from Brand Growth as a service function to a growth engine. What sparked that transformation?&nbsp;<\/h2>\n\n\n\n<p><strong>DB: <\/strong>When I joined Piedmont,marketing and communications were respected but mostly undervalued, and patient experience was even a separate team. My goal was to reframe\u00a0it into Brand Growth and become a strategic driver of growth, a quality and patient-centered revenue engine.<\/p>\n\n\n\n<p>I came from the CPG world, where you live and die by metrics like household penetration and sales velocity. In healthcare, the equivalents are patient appointments and office visits. So, I started with that: proving that Brand Growth could measurably drive patient volume.&nbsp;<\/p>\n\n\n\n<p>Once we had data to show how communications, physician outreach, campaigns and digital investments translated into patient growth, the conversation with leadership shifted. Over time, Brand Growth was not only visible, but it was essential.&nbsp;<\/p>\n\n\n\n<p>I tell my team all the time: <em>Marketing is math, with creativity to make the math work better.<\/em> That mindset changed a lot.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-you-ve-often-said-your-mantra-is-think-like-a-cfo-act-like-a-cmo-what-does-that-mean-in-practice-nbsp\">You\u2019ve often said your mantra is \u201cThink like a CFO, act like a CMO.\u201d What does that mean in practice?&nbsp;<\/h2>\n\n\n\n<p><strong>DB:<\/strong>&nbsp;It means that marketers must understand and speak the language of the balance sheet. The fastest way to earn credibility in the C-suite is to tie your work directly to patient satisfaction and financial performance.&nbsp;<\/p>\n\n\n\n<p>When I came in, I brought data tables to almost every meeting, not creative storyboards. I walked the CEO, EVP and CFO through how Brand Growth metrics can translate into patient preference, conversion and financial outcomes.&nbsp;<\/p>\n\n\n\n<p>Over time, we built a full Brand Growth Mix Model to validate those linkages. It\u2019s not just correlation, but also attribution and causation. We can now forecast how much incremental patients and revenue a certain campaign, media channel, or experience improvement will generate, approximately&nbsp;<\/p>\n\n\n\n<p>Once you can do that, Brand Growth earns a more permanent seat at the table not the \u201ckids table,\u201d as I like to say.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-that-level-of-financial-discipline-feels-rare-especially-in-healthcare-marketing-what-other-changes-made-it-possible-nbsp\">That level of financial discipline feels rare, especially in healthcare marketing. What other changes made it possible?&nbsp;<\/h2>\n\n\n\n<p><strong>DB:<\/strong>&nbsp;A big one was patient-driven simplification. Like many large systems, we had accumulated too many vendors, tools, and disconnected digital experiences. There were multiple patient portals and apps, each with their own logins, designs, and data silos.&nbsp;<\/p>\n\n\n\n<p>We now aim to simplify almost everything down to one patient-preferred platform: Piedmont MyChart. It\u2019s now the single digital front door for the majority of our patients. That decision was somewhat controversial; it meant consolidating walking away from several vendors. But simplification delivered an easier patient experience, clarity, consistency, and cost efficiency.&nbsp;<\/p>\n\n\n\n<p>The result is not only a better experience for patients, but a more streamlined, measurable, and scalable Brand Growth ecosystem.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-once-you-had-the-demand-engine-humming-how-did-you-elevate-brand-building-within-that-mix-nbsp\">Once you had the demand engine humming, how did you elevate brand building within that mix?&nbsp;<\/h2>\n\n\n\n<p><strong>DB:<\/strong>&nbsp;Once we proved Brand Growth\u2019s impact on office visits, the next step was to embrace its role in shaping brand awareness and preference.&nbsp;&nbsp;<\/p>\n\n\n\n<p>We were the #1 system operationally in Georgia but ranked only #2 in brand health. That gap was unacceptable. I used the science of marketing to help other executives understand that awareness drives patient consideration, and consideration drives choice.&nbsp;<\/p>\n\n\n\n<p>Once that clicked, support followed. Our brand building efforts grew exponentially within a few years. Today, our CEO is personally involved and presents Brand Growth results to our leadership and board. When the CEO takes pride in Brand Growth, you know it\u2019s embedded in the enterprise strategy.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-that-s-a-powerful-evolution-and-it-mirrors-what-we-see-across-industries-marketing-leaders-earning-credibility-through-measurable-results-how-do-you-think-about-the-intersection-of-brand-and-demand-today-nbsp\">That\u2019s a powerful evolution and it mirrors what we see across industries: marketing leaders earning credibility through measurable results. How do you think about the intersection of brand and demand today?&nbsp;<\/h2>\n\n\n\n<p><strong>DB:<\/strong>&nbsp;They\u2019re not separate disciplines; they\u2019re symbiotic. Demand gives you patient choice, results and short-term value. Brand gives you the long-term ability to grow.&nbsp;<\/p>\n\n\n\n<p>The first phase of our transformation was all about driving demand: measurable, patient-centered transactional growth. But once we proved that engine, brand became the next multiplier. Brand health amplifies everything else: patient preference, physician partnerships, patient loyalty, even recruiting.&nbsp;&nbsp;<\/p>\n\n\n\n<p>We no longer debate \u201cbrand vs. demand.\u201d We build both in concert, guided by a unified Brand Growth Flywheel that connects awareness to consideration to conversion.&nbsp;<\/p>\n\n\n\n<p><strong>Scott Davis:<\/strong> That\u2019s exactly what we call <em>Brand &amp; Demand <\/em>at Prophet \u2014 the idea that sustainable growth happens when both sides of the Brand Growth equation reinforce each other.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-let-s-talk-about-experience-the-final-frontier-of-brand-growth-ownership-you-ve-brought-cx-marketing-and-analytics-under-one-roof-what-prompted-that-integration-nbsp\">Let\u2019s talk about experience, the final frontier of Brand Growth ownership. You\u2019ve brought CX, marketing, and analytics under one roof. What prompted that integration?&nbsp;<\/h2>\n\n\n\n<p><strong>DB:<\/strong>&nbsp;The patient experience is the brand experience. You can\u2019t separate them.&nbsp;<\/p>\n\n\n\n<p>We merged communications, community affairs, marketing, sales and patient experience into one organization with centralized insights and analytics. That was a major reorganization. It was a bit painful, but necessary.&nbsp;<\/p>\n\n\n\n<p>We rebuilt our organization and now we have a single, integrated view of the patient: from first awareness to appointment booking, to post-visit feedback.&nbsp;<\/p>\n\n\n\n<p>Brand Growth now is also accountable for digital tool adoption and patient satisfaction. It\u2019s a closed loop. When patients have better digital and in-person experiences, loyalty and volume follow.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-healthcare-is-facing-capacity-constraints-and-policy-headwinds-how-do-those-external-dynamics-shape-your-brand-growth-agenda-nbsp\">Healthcare is facing capacity constraints and policy headwinds. How do those external dynamics shape your Brand Growth agenda?&nbsp;<\/h2>\n\n\n\n<p><strong>DB:<\/strong>&nbsp;Demand for healthcare in Georgia continues to grow, but access needs to increase as well.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Our focus is on balancing patient demand growth with available capacity across our footprint. It\u2019s about connecting patients to the right services, at the right place and time, managing expectations, and ensuring alignment with operations.&nbsp;<\/p>\n\n\n\n<p>We\u2019re increasing access to quality care through capital investments in new and expanded facilities, hiring more physicians and staff and expanding virtual care, but Brand Growth also plays a crucial role in optimizing patient demand.&nbsp; Relentless focus on quality and building a strong brand helps attract patients, but also physicians, nurses, and partners who want to work with the best.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-you-ve-also-been-candid-about-cutting-vanity-spend-and-reinvesting-for-impact-what-did-that-process-look-like-nbsp\">You\u2019ve also been candid about cutting \u201cvanity spend\u201d and reinvesting for impact. What did that process look like?&nbsp;<\/h2>\n\n\n\n<p><strong>DB:<\/strong>&nbsp;We had a zero-based budgeting mentality &#8211; every program, vendor, and sponsorship had to justify its investments and show it was patient-preferred, driving value.&nbsp;&nbsp;<\/p>\n\n\n\n<p>I literally asked almost each partner to present their own value creation. Some could prove it instantly. Others, like certain sponsorships, technology partners or promotional programs, couldn\u2019t.&nbsp;<\/p>\n\n\n\n<p>One example: we walked away from a high-profile sponsorship. It was a tough call; they were great partners, it had visibility but no measurable patient preference or impact. We reallocated that money to further upgrade our digital patient experience.&nbsp;<\/p>\n\n\n\n<p>That decision earned credibility with the other executives and freed resources for initiatives that drive true patient-centered and measurable growth.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-many-cmos-right-now-are-under-pressure-to-reorganize-and-to-reimagine-brand-growth-for-greater-agility-and-accountability-what-guidance-would-you-give-them-nbsp\">Many CMOs right now are under pressure to reorganize and to reimagine Brand Growth for greater agility and accountability. What guidance would you give them?&nbsp;<\/h2>\n\n\n\n<p><strong>DB: <\/strong>Transformation is never one-and-done. We\u2019ve gone through multiple reorganizations to centralize analytics, insights, and patient experience l under unified leadership. Each time, it\u2019s disruptive but clarity always follows. My advice?&nbsp;<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list decimal\">\n<li><strong>Start with what matters.<\/strong> Define the few patient-centered metrics that connect directly to overall business performance&nbsp;<\/li>\n\n\n\n<li><strong>Invest in insights.<\/strong> The most underleveraged asset in most organizations is understanding the customer, or in our case, the patient, better than anyone else.&nbsp;<\/li>\n\n\n\n<li><strong>Reinvest for growth.<\/strong> Don\u2019t cut costs to just hit a number; reallocate investments toward what drives measurable patient-centered outcomes.&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>Transformation is uncomfortable. We lost people along the way \u2014 some I wanted to keep. But we gained an organization built for the future: patient-focused, agile, data-fluent, and growth-oriented.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-when-it-comes-to-ai-what-s-your-perspective-on-its-real-potential-within-marketing-nbsp\">When it comes to AI, what\u2019s your perspective on its real potential within marketing?&nbsp;<\/h2>\n\n\n\n<p><strong>DB:<\/strong> AI is a promising tool, not a strategy. I expect that the real AI-driven value in healthcare will come from clinical and operational applications like diagnostics, imaging, ambient listening to aid in documentation, or operating room optimization, and less from&nbsp;marketing automation.&nbsp;<\/p>\n\n\n\n<p>Within Brand Growth, AI will absolutely streamline workforce effectiveness and efficiency and enable us to focus on upside opportunities that might currently be under-resourced.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Our priority is still patient-focused life-saving or improving AI before marketing AI. We\u2019ll automate where it makes sense, but not at the expense of authenticity, creativity or empathy. Brand Growth still needs a human heartbeat, especially in healthcare!&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-finally-as-we-look-toward-2026-what-s-top-of-mind-for-you-as-a-cmo-nbsp\">Finally, as we look toward 2026, what\u2019s top of mind for you as a CMO?&nbsp;<\/h2>\n\n\n\n<p><strong>Bergsma:<\/strong>&nbsp;Three things.&nbsp;<\/p>\n\n\n\n<p>First, sustaining growth responsibly, ensuring patient demand aligns with available capacity and that our efforts keep patient needs at the center of all we do.&nbsp;<\/p>\n\n\n\n<p>Second, continuing to integrate brand, demand, and experience into one team, one set of metrics, one North Star, driven by one Brand Growth Flywheel.&nbsp;<\/p>\n\n\n\n<p>And third, building future capabilities, remaining patient-centered, applying automation thoughtfully, elevating data literacy, empowering teams to think strategically and fostering a culture that embraces it all.&nbsp;<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-black-color has-alpha-channel-opacity has-black-background-color has-background is-style-default\" \/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<p><\/p>\n\n\n<div class=\"wp-block-image is-style-rounded wp-duotone-000000-dadada-1\">\n<figure class=\"aligncenter size-thumbnail is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/12\/douwe-bergsma-hs-300x300.jpeg\" alt=\"\" class=\"wp-image-37558\" style=\"object-fit:cover;width:100px;height:100px\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/12\/douwe-bergsma-hs-300x300.jpeg 300w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/12\/douwe-bergsma-hs-600x600.jpeg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/12\/douwe-bergsma-hs-768x768.jpeg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/12\/douwe-bergsma-hs.jpeg 800w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:70%\">\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em><em><em><em><strong>Douwe Bergsma <\/strong>is the Chief Marketing Officer of Piedmont, where he leads the organization\u2019s brand, demand, and experience strategy across its rapidly expanding network of hospitals and clinics. With more than 27 years of Brand Growth and business leadership experience, Bergsma joined Piedmont in 2020 after serving as Chief Marketing Officer of Georgia-Pacific Consumer Products, where he was instrumental in driving brand value growth through innovation, design, and consumer experience transformation. Before that, he spent nearly two decades at Procter &amp; Gamble. A global marketing and communications thought leader, Bergsma serves on the Board of Directors of the Association of National Advertisers (ANA), was the Dean of the Brand Marketers Academy at the Cannes Lions School and co-leads the Global CMO Growth Council\u2019s Talent Pillar.<\/em>&nbsp;<\/em><\/em><\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<hr class=\"wp-block-separator has-css-opacity phone:mt-32\" \/>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<div id=\"sidebar-block_73f6647e6d984e666fb0d8c4732946d7\" class=\"thinking-sidebar-wrapper\">\n\n    \n    \n        \n            <div class=\"author-block\">\n                                <h3 class=\"title\">Author<\/h3>\n                <ul class=\"author-list\">\n                                                <li class=\"leadership-container\">\n                                <a href=\"\/author\/scott-davis\" class=\"leader\">\n                                    <div class=\"profile-img\">\n                                        <div class=\"profile-halo\"><\/div>\n                                        <img loading=\"lazy\" decoding=\"async\" data-del=\"avatar\" alt=\"\" height=\"150\" width=\"150\" class=\"avatar pp-user-avatar photo lazyloaded\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2023\/10\/Scott-davis-hs-300x300.png\">\n                                    <\/div>\n                                    <div class=\"profile-info\">\n                                        <p class=\"name\">Scott Davis<\/p>\n                                        <p class=\"role\">Senior Partner, Chief Growth Officer<\/p>\n                                    <\/div>\n                                <\/a>\n                            <\/li>\n                    \n                <\/ul>\n            <\/div>\n\n        \n    \n    \n    \n        <nav class=\"social-links\">\n            <h3 class=\"title\">Share<\/h3>\n            <ul class=\"social-icons\">\n                <li class=\"icon\"> \n                    <a href=\"#\" target=\"_blank\" class=\"linkedin sharer\"><span class=\"icon-linkedin\" style=\"right: 0px;\"><\/span><\/a>\n                <\/li>\n                <li class=\"icon\">\n                    <a href=\"#\" target=\"_blank\" class=\"facebook sharer\"><span class=\"icon-facebook\"><\/span><\/a>\n                <\/li>\n\n            <\/ul>\n        <\/nav>\n\n    \n    \n    \n        <div class=\"subscribe-block\">\n            <h3 class=\"title\">Don&#8217;t Miss a Beat<\/h3>\n            <p>Sign up to receive our latest insights.<\/p>\n            <div class=\"wp-block-buttons\">\n                <div class=\"wp-block-button\">\n                    <a href=\"\/subscribe\" class=\"wp-block-button__link no-border-radius link--ani-arrow\" style=\"color: #0a0a0a\">SUBSCRIBE&nbsp;\n                        <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                                <g fill=\"none\" stroke=\"#000000\" stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n                            <\/g>\n                        <\/svg> \n                    <\/a>\n                <\/div>\n            <\/div>\n        <\/div><!-- .subscribe-block -->\n\n        \n<\/div><!-- .thinking-sidebar-wrapper -->\n\n\n    <div class=\"tile-link-container  tile-link-container-light\">\n        <div class=\"tile-link-inner-container\">\n\n                            \n                            <div class=\"tile-link-block\" style=\"background: #fcfcfc; color: #000000;\">\n                                <a href=\"https:\/\/prophet.com\/services\/brand-building\/\" class=\"tile-anchor-link \">\n                                    <div style=\"background: #334aff\" class=\"line-bar\"><\/div>\n\n                                    <p class=\"tile-title\">Brand Building<\/p>\n\n                                    \n                                    \n                                <\/a>\n                            <\/div><!-- .tile-link-block -->\n\n                \n        <\/div><!-- .tile-link-inner-container -->\n    <\/div><!-- .tile-link-container -->\n\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:125px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:109%\"><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-mix\" style=\"background-color: #334aff;color: #ffffff;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:140px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:200px\">\n<p class=\"h3\"><strong>FINAL  THOUGHTS<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<p>What Douwe and his team have accomplished at Piedmont is a masterclass in modern Brand Growth leadership. It\u2019s proof that when you unite brand, demand, and experience under a shared purpose and back it with data discipline and financial fluency, Brand Growth doesn\u2019t just tell the story of growth. It drives it.&nbsp;<\/p>\n\n\n\n<p><em>This interview is part of Prophet\u2019s ongoing \u201cBrand &amp; Demand\u201d CMO series, exploring how marketing leaders are transforming their organizations into engines of growth through data, creativity, and strategic courage.<\/em>&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/connect\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #ffffff; --bg-underline-color:#ffffff;\"  >\n                CONNECT WITH US <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                <g fill=\"none\" stroke=#ffffff stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n            <\/g>\n        <\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: #ffffff;color: #0a0a0a;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading h3\" id=\"h-related-thinking\"><strong>Related Thinking<\/strong><\/h2>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-right\"><a href=\"https:\/\/prophet.com\/thinking\/all-posts\/\">View All<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"carousel-container\" data-slide-show=\"3\">\n\n    <div class=\"tiles-container\">\n\n    \n<div id=\"post-37723\" class=\"tile-item post-37723 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-artificial-intelligence thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2026\/01\/beyond-neo-luxury-how-premium-brands-can-prepare-for-radical-change\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Beyond NEO Luxury: How Premium Brands Can Prepare for Radical Change\u00a0' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2024\/01\/Top-Brands_2A-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Beyond NEO Luxury: How Premium Brands Can Prepare for Radical Change\u00a0<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-37630\" class=\"tile-item post-37630 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2025\/12\/2025-brand-winners-and-losers\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', '2025\u2019s Brand Winners and Losers: From Dr. Pepper, Gap, Skims and Google to Southwest, Target,\u00a0Tesla\u00a0and Fast Fashion' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_1_A-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>2025\u2019s Brand Winners and Losers: From Dr. Pepper, Gap, Skims and Google to Southwest, Target,\u00a0Tesla\u00a0and Fast Fashion<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-37122\" class=\"tile-item post-37122 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2025\/10\/keeping-your-employer-brand-human-in-the-age-of-ai\/\" class=\"tile-link hotSpot-container\" target=\"_self\" 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32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-37055\" class=\"tile-item post-37055 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2025\/09\/expert-roundtable-four-new-rules-of-localization-in-apac\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Expert Roundtable: Four New Rules of Localization in APAC' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2023\/06\/CMO-of-Tomorrow_2C-1494x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Expert Roundtable: Four New Rules of Localization in APAC<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-36841\" class=\"tile-item post-36841 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2025\/08\/lower-case-c-creators-are-quietly-taking-over-brand-marketing\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Lower-case \u2018c\u2019 creators are Quietly Taking Over Brand Marketing' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2025\/08\/Content-Strategy_1A-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Lower-case \u2018c\u2019 creators are Quietly Taking Over Brand Marketing<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n    <\/div><!-- .tiles -->\n\n\n<\/div><!-- .carousel-container --><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":206,"featured_media":37620,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"thinking_topic":[7],"thinking_type":[14],"thinking_sub_brand":[],"thinking_capability":[],"coauthors":[35],"class_list":["post-37556","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","thinking_topic-brand-activation","thinking_type-blogs"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Piedmont CMO on Brand as a Growth Engine | Prophet<\/title>\n<meta name=\"description\" content=\"Piedmont CMO Douwe Bergsma shares how brand became a data-driven growth engine uniting brand, demand, and patient experience.\" \/>\n<meta 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as a Strategic Growth Engine: A Conversation with Piedmont Healthcare\u2019s CMO"}]},{"@type":"WebSite","@id":"https:\/\/prophet.com\/#website","url":"https:\/\/prophet.com\/","name":"Business Transformation Consultants | Prophet","description":"","publisher":{"@id":"https:\/\/prophet.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/prophet.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/prophet.com\/#organization","name":"Business Transformation Consultants | Prophet","url":"https:\/\/prophet.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/prophet.com\/#\/schema\/logo\/image\/","url":"https:\/\/prophet.com\/wp-content\/uploads\/2022\/02\/Prophet-Logo-White.svg","contentUrl":"https:\/\/prophet.com\/wp-content\/uploads\/2022\/02\/Prophet-Logo-White.svg","width":105,"height":13,"caption":"Business Transformation Consultants | Prophet"},"image":{"@id":"https:\/\/prophet.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/prophet.com\/#\/schema\/person\/08bc62f3fb983b402ebe166c29b9982e","name":"Scott Davis","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/prophet.com\/#\/schema\/person\/image\/7b80d9af4528b5de2d88e0cb5b1f17bc","url":"https:\/\/prophet.com\/wp-content\/uploads\/2023\/10\/Scott-davis-hs-300x300.png","contentUrl":"https:\/\/prophet.com\/wp-content\/uploads\/2023\/10\/Scott-davis-hs-300x300.png","caption":"Scott Davis"},"description":"Scott has over 20 years of brand, marketing strategy and new product development experience that he has brought to bear for many Prophet clients. Scott is the author of \"Brand Asset Management: Driving Profitable Growth Through Your Brands\" (2000), named one of the top 30 books of 2000. Scott\u2019s second book, \"Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth\" (2002) was published to highly regarded reviews. His third book, \"The Shift: The Transformation of Today's Marketers into Tomorrow's Growth Drivers\" was released in 2009. And, he most recently co-authored \"Making the Healthcare Shift: The Transformation to Consumer-Centricity\" which was released in March 2019. His previous work experience includes 12 years at Kuczmarski &amp; Associates (K&amp;A), an innovation and branding consulting company, where he was Senior Partner and founder of the Brand Asset Management\u2122 practice. Prior to K&amp;A, Scott worked at Procter &amp; Gamble, where he focused on a number of top global brands. Scott speaks at and chairs branding conferences for organizations such as The Conference Board, American Marketing Association, American Management Association, and the Association of National Advertisers. He is frequently cited in publications such as The Wall Street Journal, USA Today, BusinessWeek, Brandweek, Marketing News, Management Review, Advertising Age, and Crain's. Scott is an Adjunct Professor at the Kellogg School of Management at Northwestern University, a featured speaker at the University of Chicago's Executive Program on \"Marketing Services Companies,\" and a guest lecturer at other top graduate schools, including NYU, Harvard, Notre Dame, Medill, and Columbia. Scott earned a Master of Management from the Kellogg School of Management at Northwestern University in Marketing, Finance, and Management Strategy and a B.S. in Marketing Management from the University of Illinois.","sameAs":["https:\/\/www.linkedin.com\/in\/scott-davis-6b30622","https:\/\/x.com\/scottdavisshift"],"url":"https:\/\/prophet.com\/author\/scott-davis\/"}]}},"lang":"en","translations":{"en":37556},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/37556","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/users\/206"}],"replies":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/comments?post=37556"}],"version-history":[{"count":0,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/posts\/37556\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media\/37620"}],"wp:attachment":[{"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/media?parent=37556"}],"wp:term":[{"taxonomy":"thinking_topic","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_topic?post=37556"},{"taxonomy":"thinking_type","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_type?post=37556"},{"taxonomy":"thinking_sub_brand","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_sub_brand?post=37556"},{"taxonomy":"thinking_capability","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/thinking_capability?post=37556"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/prophet.com\/wp-json\/wp\/v2\/coauthors?post=37556"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}