GE Healthcare
(Life Sciences Division)
GE Healthcare helps life science researchers and biopharmaceutical manufacturers evolve how new therapies and precision medicines are discovered, made, and used.
Background and Challenge
To differentiate their brand and create a new, simplified story linked to a clear vision, GE Healthcare partnered with Brandigo to develop a new brand story focused on the emerging world of Precision Health and apply that story to their Life Sciences division.
While Life Sciences, and GE Healthcare’s role in it, is highly complex, Brandigo’s objective was to create a simplified story that clearly communicated their unique positioning that could be told in a unified way around the world.
What we did
Brandigo executed an extensive brand strategy research process in which input from was gathered from GE stakeholders across the organization globally, as well as GE Healthcare Life Sciences customers in North America, China, and Europe.
Brandigo also conducted a competitive brand positioning audit to ensure the positioning would be unique and meaningful. The insights gained from this research helped inform the development of GE Healthcare Life Sciences new brand positioning and narrative.
In addition, Brandigo created a range of story-telling assets that included video, supporting client stories, graphics and icons and ultimately a new website and presentation to create the new brand experiences. When Danaher Corporation acquired the Life Sciences division from GE Healthcare, Brandigo was commissioned to develop the newly evolved brand positioning, vision and purpose messaging for the new company post-GE, resulting in a Vision-Purpose Brand Matrix used by all the marketing and sales workforce.
Brandigo created a range of story-telling assets that included video, supporting client stories, graphics and icons and ultimately a new website and presentation to create the new brand experiences.
The Results
Full brand audit
Brand asset library
New website
- Comprehensive brand positioning audit report that shaped the development of GE Healthcare Life Sciences new brand positioning and narrative
- Library of multi-format brand story telling assets
- New website and presentation template
- Creation of the Vision-Purpose Brand Matrix now used by all marketing and sales workforce
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