Leading medical device company looking to establish new therapy leveraging technological breakthrough

Unclear how to position new product offering, relative to category definition, benefits sought, and reasons to believe

Looking for structured process discipline in taking the organization through new brand creation process

Market assessment phase, including technology assessment, competitive analysis and review of best practices in new product category creation

Physician market research, including needs exploratory and concept optimization

Recommended launch positioning, including illustrative brand strategy concepts (sample taglines, logos) to illustrate brand development potential

Solidified launch positioning, in support of EU (2012) and US (2013) market launch