There is a right way to conduct research to grow your market share and a wrong way. Unless you are asking the right questions, your research will fail.
You must go beyond theory and identify the emotional drivers of your target audience and use tough-minded strategies and positioning to steal market share from the competition.
Stealing Share has developed a unique process unlike any other brand company in the world that is designed with a single purpose, to steal market share.
St. Jude Medical develops, manufactures and distributes cardiovascular medical devices for the global cardiac rhythm management, cardiology and cardiac surgery and atrial fibrillation therapy areas and implantable neurostimulation devices for the management of chronic pain. The brand strategy developed by Stealing Share for St. Jude Medical was to align with the physicians’ need to reduce risk and be in control. Having greater control is how physicians reduce risk. All competitors speak of innovation and leadership, so this was a stand out position in the category.
The concept for the logo was to show risk as an unpredictable element being surrounded (and thus controlled) by stable elements. In this case, a turned square appears in the middle of a structure of surrounding squares. Controlling chaos then became the metaphor for controlling risk.
Former St. Jude Medical Logo
In a sea of blue logos within the category, the former blue logo for St. Jude Medical was a simple monogram. The one quality which no competitor had however, was the classic Cap/Small Cap type setting for the logotype. Stealing Share® adapted and refined the logotype to fit the new logo and brand themeline.
Why Not Blue
Most competitors in the category use blue as their logo and predominant identity color. Along with their messaging of innovation and leadership, the industry’s trade shows and advertising are eerily similar. Stealing Share assigned a cool dark green as the main brand identity color for St Jude Medical. In addition to being different than the competition, the color is also an elegant color that reflects the company’s commitment to a serious area where lives and reputations are at stake.
The Logo/Themeline Lock-Up as a Complete Brand Unit
Along with the logo and logotype designed by Stealing Share, a new brand themeline was connected to act as a single brand unit. Stealing Share always advocates the attachment of the brand themeline in the Logo Lockup. In this way, the brand message is reinforced wherever the company may appear.
Brand Standards that Reinforce the Strategy and Personality
From advertising to collateral systems, signage to stationery systems, Stealing Share created a comprehensive brand structure for St. Jude Medical. Included in the brand standards were cues and examples for logo usage along with messaging and brand personality guidance.
This is Only A Small Part
This is just a small portion of the work we did for St. Jude Medical. If you would like to learn more please contact us to schedule a presentation on our process and how it helped transform St. Jude Medical.
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