In this episode, host Andrew Averill sits down with DJ Prince, VP of Marketing at Guardian Recovery, for a deep dive into the complex journey of rebranding and consolidating multiple treatment center brands under one unified identity. Recorded live at the Mental Health Marketing Conference in Franklin, Tennessee, this conversation is packed with actionable insights for anyone in healthcare, marketing, or organizational leadership.

Whether you’re curious about the challenges of managing a “house of brands,” the risks and rewards of rebranding, or the real-world impact on clients, families, and staff, this episode delivers a masterclass in strategic change management.

— Explore mental health and addiction treatment options: https://recovery.com/
— Learn more about Guardian Recovery : https://www.guardianrecovery.com/
— Connect with DJ on Linkedin: https://www.linkedin.com/in/donaldprince/
— Explore DJ's other work on his personal website: https://www.donaldprince.com/


Topics Discussed:
• The scale and rapid growth of Guardian Recovery across multiple states
• The difference between a “house of brands” and a “branded house”
• Why Guardian originally operated under multiple local brands
• The business, marketing, and operational challenges of managing many brands
• The pivotal executive summit that sparked the rebranding journey
• How research and stakeholder interviews shaped the rebrand strategy
• Surprising findings about what clients, families, and referral partners value most
• The pilot rollout: choosing the first location and measuring success
• Lessons learned from legal, digital, and operational aspects of rebranding
• Advice for organizations considering a similar transformation

Timestamps:
00:00 – Introduction: Offsite at the Mental Health Marketing Conference
01:00 – Meet DJ Prince: VP of Marketing at Guardian Recovery
02:00 – Guardian’s scale: Locations, services, and marketing team structure
04:00 – The impact of AI on content and marketing operations
06:00 – Guardian’s rapid expansion: From 3 to 22+ locations
08:00 – Branding 101: House of Brands vs. Branded House explained
11:00 – Why Guardian started as a house of brands (local trust, referral strategy)
15:00 – The pain points: Managing multiple brands, digital and business development challenges
20:00 – The “straw that broke the camel’s back”: Executive summit and the need for change
23:00 – Making the case: Visual presentations and the “mic drop” moment
26:00 – Bringing in outside experts: The value of unbiased research
29:00 – What clients, families, and referral partners really care about
33:00 – Simplicity over complexity: The surprising findings from research
36:00 – The pilot: Selecting the first location and setting KPIs
40:00 – Legal, insurance, and operational hurdles in rebranding
44:00 – Results: What changed (and what didn’t) after the pilot
47:00 – Naming conventions: When to co-brand and when to go all-in
50:00 – The mechanics: Digital, HR, compliance, and team shout-outs
54:00 – Was it worth it? Reflections and advice for others
58:00 – Final thoughts: Keeping the client first and embracing the journey
1:01:00 – Where to learn more about DJ Prince and Guardian Recovery