Representing the foremost group of orthopaedic physicians in Central Pennsylvania, the Commonwealth Orthopaedic Associates (COA) brand needed accurate analysis and clear definition. Senior strategists from The Anderson Group began by conducting a brand workshop that led to the distillation of COA’s Brand Promise, Core Values, Essence and Purpose. Responding to COA’s refocused expression of its brand at every consumer touch point, increasing numbers of people, from amateur athletes to grandparents, are discovering a premier quality of care historically experienced mainly by professional athletes.