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Clarifying the differentiation behind a corporate re-branding

Client: Covidien

Situation

Covidien (NYSE: COV), formerly known as Tyco Healthcare, was a complex collection of businesses and product brands glued together through a string of acquisitions. Recognizing the success of Quadric’s work integrating the value propositions of six companies in the Sleep business unit, the remaining businesses in the global Respiratory & Monitoring division hired us to do the same for them. (See the Covidien Sleep brand consolidation and Sleep Pointe company launch cases.)

Solution

Scenario testing revealed that, like the Sleep unit, they too could be united around a positioning strategy focused on their unique approach to improving outcomes. Implemented through a series of workshops, this strategy is now guiding brand management, product development and how they address their markets.

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