Case Studies:
Consumer | Technology | Healthcare | B2B | Corporate Identity | Non-Profit
the client: Vencor
the need: Corporate Verbal Brand Develpment, 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 Healthcare 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: Abbott Vascular Devices
the need: Verbal Brand Development
the solution:
Abbott Vascular Devices, a division of Abbott Laboratories, recently retained BrandClarity to develop an international trade name for its new vessel closure device. The StarCloseTM Vascular Closure System was recently introduced at the Paris Course on Revascularization (PCR). This introduction marks the world's first circumferential clip-based vascular closure device ushering in a new era in vascular access closure devices. StarCloseTM features an innovative NitinolTM clip that is designed to promote the primary healing process to achieve a secure close of femoral artery access sites following diagnostic or interventional vascular procedures. The StarCloseTM trade name, leverages the significant equity possessed in the Perclose® suture-mediated closure of family products and positions the product via its revolutionary 360° closing ability. The “Star” prefix speaks to the physical appearance of the clip while carrying the connotations of innovation and best in class. The “Close” suffix relates to functionality, while also relating it back to the family of suture products.
the client: Abbott Animal Health
the need: Verbal Brand Development
the solution:
Abbott , the leader in preoperative care for the veterinary market, recently developed a new line of IV fluid therapy products for its animal healthcare unit. Abbott enlisted the creative services of BrandClarity to develop a verbal brand name to effectively market this new line of products. BrandClarity developed the name, TransivaTM, to be indicative of the transfer of fluids from the IV to the animal. The color pink is used to highlight the letters IV, standing for intravenous fluid, to visually represent the primary function of this line of products.
the client: Johnson & Johnson
the need: Vebral Brand Development
the solution:
Johnson & Johnson commissioned BrandClarity to create a name for an innovative safety catheter, the newest addition to its ProtectIVTM product line. The catheter features an internal needle blunting system for safety, while maintaining the flexibility needed for optimum patient care. The objective was to create a name to position the product globally as an advanced medical device, ensuring safety and ease of use. Thus, BrandClarity created the name AcuvanceTM. This new identity was derived from "acu," suggesting accuracy, and "vance" denoting advanced technology. Global market research verified that the core messages remain intact in key language markets, while the distinctive nature of the identity allows for global legal registration.
