Academic medicine can be confusing. People don't understand how it's different or why they should care. Stony Brook had an added problem: they were in the shadow of some of the best hospitals in America, just 90 minutes away in Manhattan. To give people a simple way to appreciate teaching hospitals, we revolved the brand around one simple notion: "an idea can do anything." In our decade of close work with Stony Brook, we've made large increases in brand preference and trust across key service lines.