Tripped Up By Brand Fragmentation
Symptom
When Chairman Wilf Lewitt went to China with Chrétien, the press covered subsidiaries Nordion and Sciex – but with nary a mention of MDS. The Chairman was not pleased.
This wasn't just pique about press coverage. It was yet another symptom of that fact that the company as a whole was misunderstood – and therefore undervalued.
MDS began life as a medical lab. And people still saw it that way even though it had grown dramatically through strategic acquisitions.
Prescription
To make MDS' full value visible, we:
- Simplified the name. From MDS Health and Life Sciences Inc. to MDS Inc.
- Created a tagline -- Science advancing health -- to communicate MDS' overeall benefit and the breadth of business
- Used MDS as a prefix to unite subsidiaries into a health and life sciences powerhouse
Cure
MDS largely shook off its holding company discount. Shares rose signifcanly. And it became a more truly integrated company.
The team tht cfreated MDS identity system
The Team
Brand Strategy, Brand Architecture, Naming, Positioning and AR Copy: Harry Cornelius (Sideren)
Design Partner: Gottschalk + Ash International
