Steve’s breakdown: What these folks need is a team of branding experts to solve this thing. So if you’re in the neighborhood, you know what to do. BTW: This is our second Lutheran themed story this month. Earlier we reported Beyond Lutherans: Thrivent Financial looks to expand.

LA CROSSE, WI: Gundersen Lutheran is considering dropping ‘Lutheran’ from its name.

Gundersen executive Pamela Maas said the medical center is in the early stages of rebranding talks. Maas said ‘Lutheran’ can be confusing to those who aren’t familiar with the health care group. She said people might not realize Gundersen Lutheran is not a religious organization.

Gundersen has tested name options and a logo on focus groups. There’s no timetable on rebranding.

Maas told the La Crosse Tribune that as the organization grows beyond the Coulee Region, rebranding becomes even more important.

The health care organization serves 19 counties in Wisconsin, Minnesota and Iowa.

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