Delta Dental Plans Association
2008 REBRAND 100 Winners > notable
Industry: Healthcare/Pharmaceuticals - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Delta Dental Plans Association is the largest and oldest provider of dental care benefits in the US, enabling coverage for over 50 million people through 39 independently owned member companies. Challenge - Delta Dental needed to refocus its positioning, create national consistency and ensure differentiation in a competitive marketplace. Strategy - Interbrand developed a brand platform that all member companies could embrace. Anchored by “Advancing solutions for great oral health,” we revitalized the visual identity system and developed visual language that created a refreshing, customer-centric personality with the values of "innovative partner", "powerful enabler" and "influential advocate". We codified positioning, identity and architecture and created an online brand management system to enable consistent brand expression. We also developed a comprehensive internal launch program, including brand ambassador training and a national brand and marketing campaign. Result - Delta Dental is a complex association requiring many levels of consensus and approval, and Interbrand’s process was extremely effective in generating buy-in and securing approvals at all stages. Delta Dental now has a master plan for building brand value, avoiding the regional fragmentation that was eroding its equity, and maintaining and growing its leadership position in health insurance. Credits: Client: Delta Dental Plans Association - www.deltadental.com Brand Strategist/Designer: Tom Zara, Heather Cartwright - Inerbrand Canada - www.interbrand.com Creative Director: Chris Campbell Art Director: Alan Lum Designer: Dzung Tran Program Manager: Julie Neasmith, Toujan Atari Production Manager: Patricia Gonsalves Writer: Carolyn Ray Photography: Per Kristiansen [back] |
