Solution

Through market research and competitor analysis in the minimally invasive medical device market, Geber helped LAGIS to find its target audience brand position and product uniqueness and differences. We also researched the development direction and technological advantages of LAGIS to define the core value of the brand. We also organized a branding  workshop for LAGIS employees to find the direction of future products and construct the brand story by doing a corporate brand identity matrix. Finally, Geber established an exclusive product naming system for LAGIS to effectively manage the product name  and the trademark.

Brand Positioning and Strategy

Geber analyzed the position of LAGIS in the minimally invasive device manufacturing industry and researched other competitors to define a clearer position for LAGIS in the market—Pioneer in MIS Devices and Solutions. In addition, we investigated the capability of LAGIS through SWOT analysis in order to formulate a prospective brand strategy. Geber also helped to define the brand attributes most important to users in order to efficiently identify target audiences and the opportunities for the company.

Brand Identity Design

The brand name of LAGIS comes from Seediq language and means “to live to a ripe old age.” Geber incorporated the graphic elements of the Alcippe morrisonia, the symbol bird of the Seediq, into the logo design. The gradual narrowing of the bird on the logo from the top right to the bottom represents the precise technique of minimally invasive surgery. Alcippe morrisonia also represents perseverance and authority, and that’s why the Geber design team used its side face to demonstrate the pioneering, innovative and positive culture of LAGIS in the market. As for the color choice, we used a softer red to maintain a friendly and energetic atmosphere.

Product Naming System

In the past, LAGIS used too many descriptive terms in product names, which led to difficulties with trademark applications and product line management. Therefore, Geber researched LAGIS’s current product range and the market, interviewed its customers to find out their experiences with product names, and analyzed the messages of the products. We then created an exclusive product naming system and naming rules for LAGIS to effectively manage their products and brands.

Digital Marketing Training

Geber formulated digital marketing strategies for LAGIS to increase their exposure channels and communication efficiency. We used LinkedIn as the main social media marketing channel and set the most valuable benefits of the target audiences as the main communication objective. Geber’s marketing team also created appropriate content for different target audiences through the marketing funnel, leading them from “awareness” to “consideration” to “buy/business” and even becoming loyal customers or LAGIS brand ambassadors. All the strategies and planning were packageed in the Marketing Strategy Book to help LAGIS organize its marketing activities.

Brand Internal Training

Geber organized an internal brand training workshop for LAGIS’s employees to introduce the meaning, mission, story and value of the brand, which put the brand concept in the midns of employees and increased their new recognition and sense of identity with the company. On the other hand, we also organized digital marketing workshop to explain the concept and application of digital marketing in response to the trend of global digitalization. It helped to establish the concept of “brand manager” withing the company and ensure a consistent application of the brand image in each channel in the future.

Results

Geber analyzed all the brand touch points of LAGIS and proposed complete rebranding strategies including CIS (e.g. brand identity system), marketing communication tones and methods. In the post pandemic era, LAGIS is successfully moving towards the revival of the medical and healthcare industry with a completely new brand attitude and corporate image!