Beyond the Logo: Nicole Baxter on Emotion, Innovation, and Brand Boldness
When Nicole Baxter says something, you lean in. As Chief Brand Officer at HCA Healthcare, she brings not only 20+ years of industry experience but an unmatched ability to reframe, reimagine, and reenergize what healthcare branding can be.
Nicole joins hosts Desirée Duncan and Stephanie Wierwille for a high-energy conversation that spans brand legacy, internal alignment, cultural relevance—and why inspiration can come from anywhere, even a loaf of Wonder Bread.
We breakdown a few of our favorite takeaways from the episode:
More than a Campaign—It’s a Feeling
Nicole’s brand take, distilled: “Brand is not a logo. Brand is not your advertising. Brand is not the sign on the door. Brand is the experience. Brand is how we’re making people feel.”
That ethos is central to the way she leads at HCA Healthcare, where she sees every colleague—from physicians to nurses and beyond—a brand ambassador.
It’s a question for marketers: How can marketers see brands beyond the surface to create a true cultural engine of your organization?
The Emotional Advantage in a Risk-Averse Industry
Healthcare is often cautious—for good reason. But that can also mean branding efforts skew sterile, overly clinical, or stuck in a sea of sameness. Nicole is on a mission to change that.
She cites her inspiration from outside healthcare: the WNBA’s brand momentum, Snoop Dogg’s reinvention masterclass, even Taylor Swift’s impact on the NFL. More than pop culture moments—they’re proof points for what happens when a brand taps into emotion, energy, and relevance.
Inside-Out Branding Starts with Internal Alignment
One of Nicole’s most compelling insights? The internal audience comes first. “We can’t win our people—if they don’t know our message, if they don’t know our why, if they don’t know our brand, then it’s all for naught. You can’t be messaging externally from a transactional perspective without the inside of the house unde She’s built a powerful partnership with HCA Healthcare’s communications team to activate brand from the inside out. It’s internal marketing, with a focus on culture, connection, and brand belief.
Redefine Your Competitive Set—and Your Curiosity
For Nicole, competition goes beyond the hospital down the street. It’s any brand setting new standards for access, speed, convenience, and emotional connection.
She draws inspiration from unlikely places. Netflix sees its competition as sleep. Wonder Bread didn’t invent sliced bread—but it branded it. These are just a few examples of brands who recognize that they’re in their own lane, while recognizing who shares the highway.
Innovation Doesn’t Require a Blank Check—But a Brave “Yes”
One of the most memorable moments in the episode? Nicole shares how a risk—an activation that initially made people uncomfortable—became the most-requested brand experience across HCA Healthcare. The idea was rooted in emotion. It was a connection, and it worked with the help of a version of Coca-Cola’s 70/20/10 innovation model:
- 70% of what you do should be proven—what is repeatable that you know works?
- 20% should be promising—what are you testing where seen strong results already?
- 10% should be bold, unproven, and wildly creative—what can you experiment with that’s never been done before?
That final 10%? That’s where brands break through. Nicole’s story is a powerful reminder that branding in healthcare doesn’t have to always be safe, clinical, or derivative. It can be bold. Emotional. Human.
Let us help you find your 10% by emailing at us at nonormal@bpdhealthcare.com
