Brookdale has new CEO, look

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Brookdale Senior Living is launching a rebranding initiative under new CEO Andy Smith. The company serves about 66,700 residents in skilled nursing centers and senior living communities.

Smith announced the rebranding in his first quarterly earnings call as CEO. He succeeds Bill Sheriff. Smith joined Brookdale in 2006, serving as executive vice president and general counsel.

Improving marketing will be one of Smith's priorities. Rebranding details are still to come, but the goal is to differentiate Brookdale and broaden its market, he said.

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