Alkermes - Alkermes
The CompanyAlkermes, Inc. is an integrated biotechnology company. Its pipeline includes injectable, pulmonary and oral products for the treatment of prevalent, chronic diseases, such as central nervous system disorders, addiction and diabetes.
The Task
Alkermes was seeking a branding partner to determine the best strategy for leveraging the strong equity behind Alkermes as a drug delivery company, and to simultaneously position Alkermes as a proprietary drug development company.
The Addison Whitney Solution
Brand Strategy
Addison Whitney's brand strategy team set out to capture the essence of Alkermes messaging and provide a foundation for the company's future expansion and corporate growth. Through market research Addison Whitney determined that Alkermes needed strong mission, vision and value statements that would easily and accurately portray Alkermes to both scientific and business audiences.
We also aided Alkermes executives in developing these statements into the driving ideals behind the corporate brand. The end result was an extensive brand positioning plan. Using the Alkermes positioning platform as a foundation, Addison Whitney recommended a new corporate logo and tagline.
Verbal Branding
Addison Whitney then created the tagline, "Science that Delivers," which unites its desired image with an innovative logo to successfully position Alkermes as a pharmaceutical leader.
Research & Analysis
Addison Whitney conducted internal, external, competitive, and collateral research to determine Alkermes current and ideal market perceptions, competitive differentiation and brand strengths and weaknesses during the brand strategy phase. Further market research was conducted to validate the tagline options provided by verbal branding.
Visual Branding
Furthermore, Addison Whitney created a logo that would distinguish Alkermes from the competition and show that Alkermes is fully-integrated, focused, innovative, resourceful, dependable and unique.
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