Originally Published MX May/June 2002

ADVERTISING, DISTRIBUTION,
& SALES

Stepping through
Postacquisition Branding

Considering the
complex branding issues inherent in merging and integrating multiple companies,
it isn’t surprising that medtech executives often encounter difficulties
in organizing and sorting through all the necessary steps. Following is one
proven method that can help to bring logic and objectivity to the exercise.
Developed by The DeLor Group (Louisville, KY), this process provides a strategically
driven pathway for development and implementation of a corporate visual branding
program.

Step One: Research
and Analysis

• Analyze business,
  industry, competition, and marketplace dynamics.
• Conduct research
  among both internal audiences (management, sales, employees) and external
  audiences (customers, vendors, investors, financial analysts, media, key influencers).
  
• Audit current
  brand programs from all companies.

Step Two: Brand Strategy
and Positioning

• Analyze key
  strengths and uniqueness.
• Determine current
  and desired perceptions.
• Identify gaps.