BrandExtract Unveils Dynamic New Brand for Millar
February 18, 2014
HOUSTON — (February 18, 2014) — Houston brand experience firm BrandExtract, LLC has recently launched a complete rebrand for medical device client Millar, Inc., marking a seismic shift in the company’s 45-year history.
Millar, which develops catheter-based technology for cardiovascular research and clinical diagnosis, partnered with BrandExtract to uncover, align and advance the company’s core disciplines with a renewed brand position of “Making the Improbable Possible.”
The new brand has already led the way for Millar to expand its clinical product line, as evidenced by the company’s recent agreement with CD Leycom to distribute the INCA PV Loop System in North America.
“A brand overhaul of this complexity affects everything from operational process and culture to sales and marketing strategies,” BrandExtract Chairman Jonathan Fisher said. “It’s a privilege to work with an organization that understands a brand’s role in maximizing shareholder value.”
The Decision to Rebrand
Industry trends, regulatory changes and a merger resulting in the addition of a new line of telemetry products necessitated a change in brand strategy.
“BrandExtract really helped us see the full potential for our brand,” said Michelle Sanders, Millar’s Marketing Communications Manager. “With their vision, we were able to make a paradigm shift and refocus our communications to convey the true impact Millar and our customers have on medical advancement.”
BrandExtract’s assessment process — which involved benchmarking the brand globally, evaluating integration strategies from the merger and breaking down customer decision criteria and sales pathways — both validated and adjusted fundamental thinking, prompting refinements to Millar’s historical marketing approach.
Spanning a redesigned online experience, sales strategy and tradeshow program, the new brand emphasizes Millar’s commitment to — and the benefits of — innovation.
The updated website (www.millar.com) highlights the countless, innovative applications Millar products enable, connecting breakthroughs in the lab with the company’s core audience groups: research scientists, clinical professionals and OEM partners.
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