Clarity is the lifeblood of any brand. When brands are presented in a logical, intuitive way, your marketing dollars can go further and sales becomes more efficient. A well executed brand architecture can help define your corporate offerings and open up cross selling opportunities that were previously hidden.
Hitachi Healthcare Americas was looking for a way to better communicate its value to the hospital buying committees and to surgeons they served.
Hitachi's challenge was that their ultrasound units provided many different advantages to various specialties within the surgical ultrasound market. It was becoming a challenge to effectively communicate points of differentiation between these many competing specialties without diluting Hitachi’s corporate identity.
SFA developed a communications architecture that allowed Hitachi to maintain an umbrella slogan and then modify that slogan to accommodate each surgical specialty. “Ultrasound clearly defined” was modified to “Radiology clearly defined” or “cardiology clearly defined” when speaking to a specific specialty. Additionally each specialty received its own color palette to further differentiate its offerings.
Tom Oko, Marketing Director
"SFA's strategy was spot on. By creating the umbrella slogan, "Ultrasound clearly defined" we were able to truly segment our product offerings by application and specialty, allowing our sales teams to become far more relevant to each customer's needs."
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A great naming strategy boils down to one critical factor - differentiation.
Unique opportunities and challenges require the proper balance of brand respect, coordination and urgency to maximize the true potential of an acquisition.
Making the simple complicated is commonplace; making the complicated simple, that's brand architecture.
If you’re not projecting your brand value, we guarantee you that your competitors are doing it for you.
Building brands that build trust – and your bottom line.
Defining critical points of differentiation can mean the difference between your product being adopted or simply being considered a commodity.
It's not what a company thinks it is that tempers growth… it’s what it thinks its not.
