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Straumann Group Branding
Boosting opportunities Frank Hemm, Rainer Schlegel Discover Session Sep 2017 in Basel
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Here comes the link to the Straumann Group video
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Introduction Branding in continous steps. Learning in continous steps.
Phase 1 Group Branding intial rollout Jan2017 Phase 2 Sharpening brand identities / Flamingo Q3 2017 Phase 3 Fine tuning digital offering / CARES Q4 2017 Phase 4 Orthodontics / ClearCorrect Q1 2018 Branding in continous steps. Learning in continous steps.
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PREFACE CHANGE MANAGEMENT DELIVERABLES + TOOLS QUESTIONS
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PREFACE CHANGE MANAGEMENT DELIVERABLES + TOOLS QUESTIONS
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Take the right perspective
Walk in the customer’s shoes Customer and patient Reasons to trust Consistency and coherence Straumann as hero brand Halo effect + story of common values Every brand book will tell us the need to identify our target group. In our case we have many stakeholders ie customers, shareholders, employees, dental community, patients, press and media and more. All of them have a different perspective on us. A brand positioning for all stakeholder is a difficult undertake. Anyway, brand identity must be overall consistent. If not, brands are not trusted anymore. But who to listen to most and who’s most important? Many brands got torn in the wrong direction only following their internal view and problem focused reality. Let’s get back to our main purpose: more than smiles and lasting confidence. Finally, that puts the patient and the customer in the focus. What do customers expect? First: they are not interested in internal views but solutions that cover their needs. They need reasons to build trust. Trusted brands give an easy orientation. They are clearly positioned and consistent. They have a coherent story and not many conflicting ones. Like a good team or family they may have different characters and personalities but they share a common vision, purpose and core values. That’s why we put Straumann, the strongest and most trusted brand globally in our group as leading brand. That’s why the Straumann Group has recognizably the word “Straumann” in the name. That’s why use the halo effect very consciously without killing the important individual product brands’ characters. Trust matters most
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Great brands act consistently in everything they do.
We want to be consistent in how we present our brand as well as the people, products and services that represent it. The Straumann Group branding architecture and brand identity are designed to communicate trust.
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House of brands As a house of brands the Straumann Group will have a positive impact on efficiency, brand awareness, reach and trust of the overall Group and its brands.
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What defines the Straumann Group
LEGENDARY SCIENCE Swiss pioneering roots Scientific evidence Strongest dental brand Unparalleled scientific + dental community Value creating innovation Full dental portfolio Premium + affordable Commitment to quality SOLUTION FOR VALUE SIZED FOR SUCCESS Sized for power and agility > 4500 people / 50 nations Independence Globally active 100 countries Local excellence Entrepreneurial integrator Care for customer + patient Dedicated to service Passion for enabling education CULTURE OF CARE
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Positioning Statement
Please read later in your handout As a leading dental provider, Straumann is renowned for innovation and quality backed by scientific evidence. To drive our mission further, Straumann and its partners have united to form the Straumann Group. By fostering international brands we raise quality and promote global excellence in dentistry. Based on a pioneering culture that promotes creativity and learning, we bring together global reach, experience, legacy, innovative technology, and inspired professionals to increase confidence and enhance dental care worldwide. This strong legacy builds on close collaboration with leading clinics, institutes, universities, networks and communities. The Straumann Group researches, develops, manufactures and supplies dental implants, instruments, prosthetics, biomaterials and digital solutions for use in in tooth preservation, regeneration, restoration and replacement, in close and long-term collaboration with leading clinics, institutes, universities, networks and communities.
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One voice to the customer – different perspectives
Company: Straumann Group Product: Straumann, Neodent, Medentika etc It’s crucial to differentiate the COMPANY from the PRODUCT in the customer’s mind, from a brand perspective. For a customer, everything that comes from the Straumann Group is Straumann and is expected to fulfill all Straumann-related expectations and promises. From a brand perspective, it’s secondary what label a product is sold under, but it’s vitally important under which brand the customer relationship lies.
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Brand Tree Biora
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Internal positioning of main brands
Premium Price Straumann Technical Evidence Neodent Scientific Evidence Medentika Equinox Competitive Price Remark: this is for the purpose of internal discussion and shouldn’t be shared with external people
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Mission and Vision VISION United for global excellence in dentistry
STRATEGY Must-win-initiatives and strategic priorities CULTURE Core behaviors Player-Learner mindset STRAUMANN More than creating smiles. Restoring confidence. MEDENTIKA Passion for affordable quality. Made in Germany. NEODENT New smiles every day. High product performance backed by clinical evidence. EQUINOX Committed to the continued enhancement of oral care worldwide Other group brands Other group brands Other group brands Other group brands Remark: this is for the purpose of internal discussion and shouldn’t be shared with external people
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Commonalities and differencies
Sympathetic Contemporary Emotional Unique Meaningful Scientific Geographic Technical Service Common Attributes Different positioning Fonts Grids Templates Black/white imagery Logo Color Imagery content Common Rules Different rules
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PREFACE CHANGE MANAGEMENT DELIVERABLES + TOOLS QUESTIONS
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Change Management Discover sessions HQ Basel Brandbox in myStraumann
Info + Kiosk during IMM Various Announcements Info + Desk during SMM Background video Calls and Webinars CI Manual and Brandbook
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PREFACE CHANGE MANAGEMENT DELIVERABLES + TOOLS QUESTIONS
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Where to find information?
Brandbox in myStraumann or contact
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Deliverables + Tools Country specific Websites incl shop
WHAT WHEN CD and CI Manual Sep 17 Digital branding (external) Aug17 – June18 Intranet Oct – Dec17 Business cards Done Letters and envelopes Sep17 PPT and Word templates Done Central brand box incl imagery Sep17 Labeling Aug17 – June18 House branding Jan18 Training + consulting Ongoing Country specific Websites incl shop Print materials Events Stationery incl invoicing House branding Product and package Labels
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The Straumann Group on all channels
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From Group to brands, patients, e-shop and contact
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Straumann is the premium brand
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Business Cards - Examples
Templates of any kind are available for countries and HQ in the Brandbox.
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Business Cards - Dual Branding Example
Country to decide based on specific market situation
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Stationary and more…
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Templates and more…
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CD Manual defining the world of the Straumann Group
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PREFACE CHANGE MANAGEMENT DELIVERABLES + TOOLS QUESTIONS
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Thank you
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