Case Studies:
Consumer | Technology | Healthcare | B2B | Corporate Identity | Non-Profit
the client: Food Lion
the need: Verbal Brand Developement
the solution:
BrandClarity was retained by Food Lion to develop a name for a concept store aimed at providing a simple, uncomplicated and hassle-free shopping experience. Food Lion’s mission was to examine customer and retail trends, identify unique opportunities for growth and capture those through this new offering. The new store offers competitive prices, provides the freshest products and focuses on eliminating many of the hassles of shopping through technology and product placement. Food Lion wanted to create a brand that was upbeat and uncomplicated, yet founded in Food Lion’s tradition of competitive prices. Based on this new and fresh concept, BrandClarity developed the name Bloom for the store.
the client: Vencor
the need: Corporate Verbal Brand Development, Brand Strategy
the solution:
Vencor, America’s leading long-term healthcare provider, recently retained BrandClarity to develop their new strategy and positioning. BrandClarity conducted a national study to better understand the selection process and the attributes that are most important to the target market. Respondents resounded in a unified voice, "We want the facility to take care of our family members the same way that we would take care of them!" It was concluded that the name "Vencor" lacked the emotional warmth to address this highly personal characteristic. BrandClarity explored a number of different themes based around "family", and eventually developed Kindred HealthcareTM as the new identity. This descriptive, compelling name captures the essence of the company’s services while providing a distinctive position within the healthcare field.
the client: KMC
the need: Verbal Brand Development
the solution:
KMC, a leading manufacturer of artificial fashion nails, sought to expand their services by offering a chain of "express nail bars." Installed in high-traffic areas such as malls, department stores, and airports, the stores are designed to offer pre-decorated, fullcover artificial nails, as well as complete manicure services. KMC desired a name that would effectively position the stores as providing high-fashion, premium services, in addition to conveying speed and convenience. BrandClarity created the name Dashing DivaTM to communicate the essence of the brand. "Dashing" provides a dual meaning, describing both beauty and speed, while "Diva" reinforces the store’s positioning as offering fashionable and professional nail services for trendy young women.
the client: Sybase and Home Financial Network
the need: Corporate Verbal Brand Development
the solution:
Sybase and Home Financial Network commissioned BrandClarity to develop a corporate identity and domain name for their new company. Both companies are industry leaders providing Internet and e-business solutions to financial institutions worldwide. The merger of the two establishments combined the expertise in technology and middleware of Sybase, with the power and heritage of Home Financial Network in the retail space. After extensive market research, the name Financial FusionTM emerged as the clear winner. The name reflects a balance of industry specific messaging, and speaks to the combined strength of two key players in the e-business financial solutions market.
