Believe it or not, being big (and great) is sometimes a liability. Maine Medical Center is on par with leading medical centers around the country. It regularly wins recognition and awards for the quality of its service and staff, but it’s seen as a large, impersonal medical machine. Garrand used its proprietary Golden Threads™ brand research process to uncover MMC’s brand DNA. This revealed the human side of its leadership position, which we translated into a full campaign with the tag line “Centered Around You.”