A German-based dental manufacturer was approaching the company’s 90th birthday and wanted to refresh the brand and message. While the messaging worked well in Germany, the company found that it didn’t translate as well in the United States as other markets. As a company that has influenced the dental industry since 1925, they wanted their U.S. marketing to properly reflect their dynamic vision for the future.
The company leveraged BEO Studios to evaluate their current brand, presence in the market, current integrated marketing approach in the United States and to provide fresh branding and messaging so that it reflected their long history of leadership in their industry while resonating strongly with the American market.
With a sharp eye towards the company’s goals, BEO Studios rebranded the company’s collateral materials, advertising, and tradeshow presence. In addition to developing the trade show materials and booth, BEO developed testimonial videos interviews of customers to gather product feedback and increase awareness and excitement for the brand during the trade show. This innovative approach to impromptu video conversations with product end users proved to be a fresh approach in the competitive dental industry and an engaging showcase for a company known for quality and innovation.
The cohesive brand refresh was consistent throughout the company’s trade show presence, collateral materials and videos, and showcased them in the strong leadership position that they have earned with 90 years of quality, service and success in the dental industry. The company gathered strong, positive attention from their brand update, fresh trade show presence and innovative videos, which translated into increased engagement with customers and prospects during the trade show and long after in social media.
"To think creatively, we must be able to look afresh at what we normally take for granted."