Teague
Orthopaedic Branding & Marketing
BRANDING
“Identity is cause;
brand is effect.”
Larry Ackerman
STRATEGY
What does a radical haircut say about your personal brand? If you are known among your peers as a spontaneous person, then changing your hair may support your brand and be accepted by those who know you. You see, brands are personalities our customers come to know about us. Being in the innovative orthopaedic's industry, we are all pushed to represent ourselves as proven product experts who strive to improve the quality of life for the patients treated by our work. My orthopaedic experience developing brands that embody a company's belief, a product's strengths and connect with customers has supported marketing goals and lead to fruitful results.
“However beautiful the strategy,
you should occasionally
look at the results.”
Winston Churchill
Aligning branding strategy to business strategy is vital to commerical success. In support of our company's new bicruciate total knee launch objectives, I developed a premium branding strategy to help us effectively position ourselves as leaders in a new knee market category. The overall branding elements we chose tested well among a global surgeon audience, confirming our branding direction was relevant to key stakeholders. The results of this campaign have enabled our company to maintain premium pricing and garner notable industry attention.