Boston Scientific to Drop Guidant Brand 4060

Originally Published MX July/August 2006

BUSINESS NEWS

Although the company has not issued an official statement on the issue, Boston Scientific Corp. (Natick, MA) has acknowledged that it plans to phase out the Guidant brand. The move toward eliminating the brand began on April 24, just days after Boston Scientific finalized its $27 billion acquisition of Guidant Corp. Removing all vestiges of the troubled Guidant brand from manufacturing facilities, devices, packaging, advertising, Web sites, and related company literature and materials will reportedly take two to three years.

Boston Scientific's decision was very much in evidence at the recent Boston meeting of the Heart Rhythm Society (HRS; Washington, DC) where more than 6000 cardiac specialists saw Boston Scientific banners displayed throughout the convention hall. Although the banners included a small Guidant logo, even that acknowledgment is expected to be phased out before year's end.

Boston Scientific CEO James Tobin, who was a highly visible presence at the company's HRS booth, spoke openly about the need to move forward. He said that unified branding is just one step in the integration of the two companies, but an important one.

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