Impact Stories: Brand Growth
My role: SVP of Marketing
Conducted brand equity study using in-depth quant and qual research to better understand why buyers consider DreamBox over the competition. The study surfaced unique attributes of our solution, as well as market share potential. Outputs from study informed refined positioning, rebuild of the DreamBox website and the Dream Big brand campaign to bring more emotion to the DreamBox brand and highlight our core strengths. As one engineering leader stated, “That strong emotional connection with customers has been a missing piece of the puzzle, and I am so glad to see it materialize so masterfully!”
My role: VP of Brand and Strategic Communications
After GE Healthcare acquired IDX, we needed to rapidly determine and communicate to the marketplace the combined brand strategy, architecture and GTM. I spearheaded a team that developed the unified brand across the disparate business units representing Health Technology, including brand research, competitive positioning and messaging. The effort helped to clarify the portfolio of solutions under a “branded house” architecture, including ICP for each product.
With two months planning, led successful launch of unified organization at industry’s largest event (HIMSS 2006), resulting in a $64M total pipeline impact.
My role: VP of Marketing
Led brand initiative to redefine product within its category, including product portfolio brand architecture, competitive differentiation, naming, and visual design. This brand strategy was adopted company-wide, creating a unified position for all product lines, and resulted in a 75% improvement in overall IDX brand equity score and a 30% increase in the number of customers who would repurchase.
My role: Chief Marketing Officer
Spearheaded brand initiative, using qual and quant research, to reposition company with a more market-relevant value proposition. Created and activated new brand identity including positioning, messaging, and visual design, with a complete rebuild of the website, serving to bolster digital and demand efforts.