A New constellation is emerging the sign of confidence

Ann Margreth Hellberg and Christina Sterner
Mölnlycke Health Care, Sweden

INTRODUCTION

This paper aims to share the process behind the work of building a new brand identity on the client side, how we worked, what we researched and why, and not least how it is helping us to live our brand. Within business-to-business industries, such as the medical device industry, it is very common that companies actually pay attention to building a strong brand and this is a story about a strong brand.

The paper will tell the story of our journey from August 2005 to the launch in April 2006 with some further insight concerning what happened in the months that came after the launch.

The paper will take up:

  • The importance of a corporate brand identity;