Corporate Brand Architecture
Challenge:

With a variety of brands under their parent company, Machine Solutions was looking for a way to effectively present all of their company brands under one umbrella to show their true value as a single source supplier in the medical device industry.

Objective & Strategy

With all of the brands having different service offerings and others having some overlap we needed to find a way to present the companies in a complimentary was so they were not seen as competitors. Our team helped create “Value Streams” and helped place each brand's offerings in their respective category, so that customers were easily able to identify the solutions and correctly identify the solutions provided from each brand when visiting the company website.

Execution:

The company has seen less confusion between the brand and are now seen as more of a single source supplier within the industry. Customers now understand that they can come to the company and purchase solutions from each brand using one sales representative. This has streamlined the company’s acquisition process and has decreased the amount of time required to respond to customers who were once confused.

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