St. Jude Medical - St. Jude Medical

The Company
St. Jude Medical develops medical technology and services that focus on putting more control into the hands of those who treat cardiac, neurological and chronic pain patients worldwide. 

The Task
St. Jude Medical wanted a firm to evaluate its image in the marketplace. Addison Whitney was selected to evaluate how the brand image of St. Jude Medical impacted each business unit and to provide guidance for building the desired corporate and divisional branding strategies.

The Addison Whitney Solution

Research & Analysis
Addison Whitney took a three step approach to market research, beginning with a competitive audit to determine the intended positions of other companies in the industry. Internal interviews were then conducted with a small group of St. Jude Medical executives and employees in order to gather their opinions and perceptions regarding the St. Jude Medical corporate and divisional brands as well as competitive brands. A final series of external telephone interviews, with target audience members, were used to assess the St. Jude Medical brand perceptions in the market.

Brand Strategy
Based on the research findings, Addison Whitney provided recommendations on how offerings should be organized under the corporate brand. Possible positioning options for St. Jude Medical provided a sustainable positioning strategy for St. Jude Medical. Key points of competitive differentiation to be used in sales and marketing, go-to-market strategies for each business division and critical success factors were also provided to ensure the corporate brand and each divisional brand builds awareness and equity.

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