CASE STUDY:
Rebuilding a brand for a mature company in light of new competition

Situation: A company who had been in the market for many years needed a fresh look and message for their brand in view of new and aggressive competition. Its marketing materials looked outdated and its marketing messages were old and stale. New competitors with fresh ideas were taking market share. The company desired to reposition their company against new competitors and create a refreshed brand.

Methodology: A BioMedGPS strategic assessment and positioning exercise was first conducted to develop a differentiating and effective positioning for the company versus its competitors. From that positioning, impactful communication messages were created that were incorporated into new marketing materials. A revitalized look was created for the company that still embodied the familiar identity, but with a fresh image. A communications plan was developed to guide the company in the most effective ways to communicate their new messages and brand.

• Effective positioning and communication messages that clearly differentiated this company from the competition.
• A communication plan and campaign to strategically deliver these messages.
• New marketing materials reflecting a new look to “reintroduce” a revitalized brand for this company including a new website, booth materials and collateral pieces.