| Hu-Friedy
2012 REBRAND 100 > notable Enterprise Rebrand Country Base: USA Industry/Sector/Keywords: Industrial/Manufacturing, Healthcare, Dental Instruments, Personal Care Products Below: Before and After Images in Slide Show, Summary, Credits 
Summary:Industry Setting Founded in 1908, Hu-Friedy is a family-owned company and a leading global manufacturer of dental instruments and products. They compete in an industry driven by brand reputation and price. Their business model operates through third-party dealers who sell to various customers—general dentists, dental specialists (e.g. orthodontists) and hygienists—so effectively communicating with the dealers AND end-users is critical to success. Challenge • Positioning revolved exclusively around high quality products manufactured at their in-house facility • Viewed as an old, “square,” hygiene company, despite innovative offerings in new categories • Disjointed marketing communications due to inconsistent approach across all consumer touchpoints • Fragmented brand architecture • Needed a strategy that would provide for long-term growth and market differentiation Strategy • Through qualitative research with key stakeholders and secondary market research, Hu-Friedy decided to leverage the strength and relevance of their customer service, support and community-building initiatives • Shifted value proposition from high-quality instrument manufacturer to deliver the most comprehensive dental product, service and community experience in the industry • Launched new visual identity that highlights the full scope of product offerings • Brought the new brand positioning to "life" with clinical imagery of end-users, a highly relevant color palette and approachable “circular” graphics that inherently highlight the product points of performance Result • Internal teams achieved greater customer engagement and ability to cross-sell due to increased visibility of the lesser-known product line offerings • Dealer engagement was significantly increased and the ability to sell through to end users improved • There was a noticeable shift in brand perception across all key levels of business with a presence that signifies an industry leader Credits:Client: Hu-Friedy - www.hu-friedy.com Chairman and CEO: Ron Saslow President: Ken Serota Senior Director of Global Marketing Communications: Patrick Bernardi Senior Graphic Designer: Robin Haugen Graphic Designer: Angela Glyda Graphic Designer: Julie Fragoso Brand Strategists/Designers: Starfish - www.starfishco.com President: David Kessler Managing Director: Jeff Negrin Account Director: Jordana Edelstein Account Executive: Rebecca Malley Designer: Joey Spector [back] |
