1. Straumann Group Branding
Boosting opportunities
Frank Hemm, Rainer Schlegel
Discover Session Sep 2017 in Basel

2. Here comes the link to the Straumann Group video

3. 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.

4. PREFACE
CHANGE MANAGEMENT
DELIVERABLES + TOOLS
QUESTIONS

5. PREFACE
CHANGE MANAGEMENT
DELIVERABLES + TOOLS
QUESTIONS

6. 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

7. 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.

8. 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.

9. 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

10. 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.

11. 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.

12. Brand Tree
Biora

13. 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

14. 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

15. 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

16. PREFACE
CHANGE MANAGEMENT
DELIVERABLES + TOOLS
QUESTIONS

17. 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

18. PREFACE
CHANGE MANAGEMENT
DELIVERABLES + TOOLS
QUESTIONS

19. Where to find information?
Brandbox in myStraumann or contact

20. 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

21. The Straumann Group on all channels

22. From Group to brands, patients, e-shop and contact

23. Straumann is the premium brand

24. Business Cards - Examples
Templates of any kind are available for countries and HQ in the Brandbox.

25. Business Cards - Dual Branding Example
Country to decide based on specific market situation

26. Stationary and more…

27. Templates and more…

28. CD Manual defining the world of the Straumann Group

29. PREFACE
CHANGE MANAGEMENT
DELIVERABLES + TOOLS
QUESTIONS

30. Thank you