Faced with the challenge of creating a new corporate identity in order to integrate recent diversifying acquisitions, a biotech company enlisted the aid of StrategyOne to develop a new name and company logo which would reflect the company’s unique position as an innovative developer of new technology, while maintaining its standing as an established industry leader.
StrategyOne began this effort with a series of qualitative IDIs with industry insiders, leading policy makers, and corporate executives.
Using the information collected from this thorough interview process, StrategyOne was able to identify both perceived strengths and weaknesses of the current company and its structure, as well as what efforts would be necessary in the future to impress upon these key stakeholders the new direction forged by the recent acquisitions.
Based on these preliminary interviews, StrategyOne compiled a list of possible names and name combinations which embodied this new direction. These names were then presented to several focus groups comprised of national-level policy makers/influencers as well as industry insiders.