Branding Business Unveils Keys to Business Strategy and Brand Strategy on “Expert Opinion”

Wendy Newman, Senior Vice President of Corporate Marketing for AMN Healthcare, discusses the importance of re-evaluating a brand and positioning it for future success.

Irvine, CA, August 23, 2014 --( BrandingBusiness, a leading business-to-business brand strategy and development firm with offices in California and New York, has premiered a new installment of its 'Expert Opinion' interview podcast. The new show features Wendy Newman, Senior Vice President of Corporate Marketing for AMN Healthcare, providing insight behind the company's decision to re-evaluate their brand and position the organization for future success.

“Wendy Newman has nearly three decades of experience as a leader in creating innovative pathways for healthcare businesses and non-profits," said 'Expert Opinion' interviewer and BrandingBusiness Founding Partner, Alan Brew. “Wendy provides insight into when it is a good time to rebrand an organization and how to begin thinking about rebranding, the best ways to overcome resistance amidst acquisitions and the branding lessons learned through AMN Healthcare's numerous acquisitions and growth."

As Senior Vice President of Corporate Marketing for AMN Healthcare, Newman is responsible for the company's corporate marketing and communications strategy, leading the creation of AMN's award-winning marketing department that pioneered the healthcare staffing industry's online marketing efforts, a comprehensive brand strategy and brand refresh, and the firm's leading-edge digital strategy initiative.

Women's health has been an important part of Newman's life. She began her career at the University of Texas M.D. Anderson Cancer Center, leading the implementation of their cancer prevention and detection programs. Later, she held positions at Women First Healthcare, Inc., and at Scripps Health, prior to joining AMN.

Her community involvement includes Vice Chairman of the Ronald McDonald House Charities of San Diego, and she has served on the board of directors of the American Melanoma Foundation and the National Association for Women's Health, and the advisory board of the Scripps Breast Care Center. Her career with AMN Healthcare along with her passion for healthcare, particularly women's health and community service, has allowed her to contribute both locally and nationally on these issues.

BrandingBusiness' "Expert Opinion" interviews are part of the firm's online community,, dedicated to brand strategy, brand development and brand engagement. It is an open online forum for branding professionals, their clients and interested prospects. Along with sharing the longtime experience-driven expertise of BrandingBusiness with an unmatched portfolio in the B2B world and thought leadership through a variety of interactive opportunities, it is designed to bring together the best minds in branding and provide an engaging conversation about branding as a business tool. BrandingBusiness includes the latest blog articles, lively debates, topical discussions, critical inquiries, answer to questions and questions to answer.

"Expert Opinion" interviews feature the four BrandingBusiness Founding Partners, Brew, Ray Baird, Michael Dula and Ryan Rieches, as they interview influential CEOs and discuss and analyze the latest news and trends in the world of branding, brand development and branding strategies. From BP’s five minutes of shame, to healthcare business branding strategies, to analyzing the power of differentiation, these gentlemen share their insights and knowledge of branding in today’s ever-changing business environment.

About BrandingBusiness
BrandingBusiness is a brand strategy and development consultancy that helps B2B companies establish, assess, and position transformational brands. The company, formerly known as RiechesBaird, views brands as strategic assets that are best leveraged by integrating brand strategy with business strategy. It offers a rigorous approach to brand building, engagement and design with programs customized for unique challenges and opportunities B2B companies face. Its founding partners are sought-after brand strategists who, over the past 20 years, have worked with American Airlines, Cisco, Constellation Energy, Elsevier, Huawei, ITT, Pacific Life, Sharp, Sage Software, and Toyota Material Handling USA, among other companies. BrandingBusiness has offices in Irvine, Calif., and New York City.
John Christensen