Uniting multiple stakeholders through a new brand story

Hologic is a $6bn US-based medical equipment company that has grown rapidly through acquisition. Redwood was tasked with creating a new brand story for the company that would resonate for customers and bring together the constituent parts of the organisation. We identified that Hologic’s position as a challenger brand in their industry - delivering cutting-edge technology solutions to medical professionals - was full of untapped potential. In the course of our consultancy we developed a Hologic brand story, devised a new positioning line to unite stakeholders within and without the organisation and provided senior executives with tools to explain the new vision.
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