Revitalizing a brand: branding to the power of seven

One of the secrets behind successful brands is that they invest in the continuous re-development of their brand positioning and communications. This is done in order to keep the brand both differentiated, relevant and – highly important in the medico world – to maintain a strong positioning in the market. Maintaining a strongly differentiated market position requires constant evaluation and revision of the brand in the light of development in the competitive environment. In the same way for a brand to stay relevant, it needs to be constantly tuned into the evolving needs of customers and end-users.

In the fall of 2007, Novo Nordisk asked Kontrapunkt to carry out extensive brand revitalization for their blockbuster drug NovoSeven^®. NovoSeven^® helps stop uncontrollable bleeds and sales continue to grow worldwide at a healthy rate. Our work with NovoSeven^® consisted of four major areas:

Competitor analysis

In order to further strengthen NovoSeven^®’s positioning, an in-depth analysis of the drug’s competitive environment in all key markets was carried out. The analysis and subsequent database of competitive intelligence is now a tool used by the marketing and sales teams to address competitors’ actions ranging from product improvements, services and sales to marketing activities.

Updating the brand identity guidelines

NovoSeven^® has strong visual brand attributes that are easily identifiable and convey a strong message about the product. The brand update therefore focused on two things: 1) bringing the design guidelines in-line with corporate visual identity guidelines, and 2) simplifying and revitalizing the design in order to increase readability, brand recognition and appeal.

Updating communication elements

Part of updating the brand is also updating communication elements. A new product tagline was developed based on a tagline process, which included defining common selection criteria, developing tagline candidates, screening, facilitating internal and external testing. Similarly, new images were created that were more focused on the treatment outcome than the actual treatment situation (real people in real, positive situations) and more clear space was used to create a calm atmosphere.

Creating a communication platform for a new indication

In order to expand the market, NovoSeven^® wanted to promote a new indication area, with the help of a complete communication platform. Kontrapunkt developed a full communication package including positioning and key selling messages, as well as marketing and sales materials – including detail aids, meeting kit, brochures, folders, advertisements and exhibition banners.

For further information, please contact senior identity consultant Thomas Sehested, or senior strategist Jasmi Bonnén, .   ///

April 2008