Discover How a Modern Rebrand Generated Global Product Sales°
Long at the forefront of cardiac catheter-based pressure sensor technology, Millar came to us seeking some much-needed momentum.
What We Did
- Modernized culture and brand by aligning teams
- Strategically repositioned the company
- Increased sales
How We Did It
- Harnessed company history
- Established relevant brand voice
- Refined customer messaging and framework
The Millar brand had remained largely unchanged for half a century, and the company now struggled to connect with its audience and potential business partners. With the sales team wanting to move the brand forward and management hesitant to make a change, Millar had two different viewpoints on the brand that weren’t keeping pace with each other.
As newer, smaller companies began touting their products as easier to use, less expensive and more innovative, Millar’s sales were sliding down. The company was losing its stature as a market innovator.
Align Sales and Management Teams
Internally, Millar was at a crossroads. We helped Millar’s leaders recognize that change needed to happen to propel the brand forward based on shifting business goals. Then, we created a new brand to recapture their pioneering spirit and showcase the true promise of using Millar devices: insight, innovation and collaboration.
Strategically Reposition the Company
We launched an in-depth brand assessment to research market positioning and measure stakeholder perceptions. Immersed in a world of complex sensors and systems, we discovered a critical thing missing from the equation: the human element.
Cardiologists and researchers around the world rely on the Millar devices to make groundbreaking discoveries. We shifted the mindset from being a device manufacturer to focus on the application and not the product. They’re making the improbable possible – the heart of the Millar brand that ultimately became the company’s new brand platform.
We refined customer messaging and created a new product architecture that dramatically reduced the product SKUs to three product lines. We also empowered the sales team through new sales tools.
Millar expected the rebrand to impress customers and business partners. What the company didn’t expect was the overwhelming support from its own workforce. The new brand generated a belief that re-energized the internal team.
Once Millar realized the impact of internal support to strengthen the brand, it opened funding to increase marketing activities and add sales staff.
Millar now is projecting a 30% year-over-year growth rate as its new brand inspires belief among its employees, prospects and customers.
“Seeing employees excited about the new brand was really impressive. We never would have expected that kind of pride and loyalty.”
— Tim Daugherty
Director of Sales & Marketing