Laura Bates - Founder & Principal, Brand Verve

When Discovery Senior Living decided to launch a new experiential senior living brand, they turned to one of the top minds in brand development and management, Laura Bates.  In this episode, Laura shares the story behind the development of the new brand, Choreograph.  She explains how her team used quantitative analysis of their target demographic to determine what was missing from other active adult communities that residents desired, and embrace evolving preferences of the incoming baby boomer generation.