---
title: "Griswold Targeting “Decision-Makers” with New Rebrand"
url: https://burnaze.com/article/16c32eb9-b854-4d9e-82cd-16e92fd428d6
source: "1851 Franchise"
original_url: https://1851franchise.com/griswold/griswold-targeting-decision-makers-with-new-rebrand-2721157
category: "Home care"
industry: "Senior Care"
segment: "Home care"
topics: ["Marketing"]
published: 2023-02-15T19:14:04.000Z
modified: 2026-11-01T02:08:55.091Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/ad604e362c8696be8ab908660d1941652030.jpg
---

# Griswold Targeting “Decision-Makers” with New Rebrand

**TL;DR:** Griswold, a non-medical home care franchise, has launched a rebranding initiative to refresh its brand and appeal to decision-makers. The brand is also growing and looking for franchisees in target markets.

*originally published in 1851 Franchise on 2023-02-15. [Read the original](https://1851franchise.com/griswold/griswold-targeting-decision-makers-with-new-rebrand-2721157).*

## Story

Griswold, the non-medical home care franchise with over 170 units, recently launched a rebranding initiative as it seeks to refresh its brand by embracing technology and innovation.

Griswold CEO Michael Slupecki spoke to McKnights Home Care about the rebrand and why he felt it was time for such a decision. Slupecki said Griswold wants to position itself as being more innovative and appealing to the “decision-makers” who are typically the children who have aging parents.

As part of the initiative, Griswold is also about to launch a new senior-specific wearable that can capture data and look for deviations in an older adult’s lifestyle. It will monitor various behaviors and raise an alarm if something seems out of the ordinary.

In addition to the rebrand, which comes with a new tagline, “Live Assured,” Griswold is continuing to grow. The brand is looking for franchisees in target markets like Florida, Charlotte, Chicago, Virginia, Minneapolis, Austin, Las Vegas and Denver.

## Entities

- 1851 Franchise (publication)
- unit expansion (topic)
- franchise growth (topic)
- Senior Care (sector)
- Florida (location)
- Chicago (location)
- Virginia (location)
- LAS VEGAS (location)
- austin (location)
- Denver (location)
- charlotte (location)
- Griswold (company)

---
Originally reported by 1851 Franchise (https://1851franchise.com/griswold/griswold-targeting-decision-makers-with-new-rebrand-2721157). Summarized by Burnaze (https://burnaze.com/article/16c32eb9-b854-4d9e-82cd-16e92fd428d6).