General Electric - Venue
The CompanyGE Healthcare provides medical technologies and services in the areas of medical imaging and information technologies, medical diagnostics, patient monitoring systems, drug discovery, biopharmaceutical manufacturing technologies, performance improvement and performance solutions services. Headquartered in the United Kingdom, GE Healthcare is a $17 billion unit of General Electric Company. Worldwide, GE Healthcare employs more than 46,000 people serving healthcare professionals and their patients in more than 100 countries.
The Task
Addison Whitney was commissioned by GE Healthcare to develop a brand name for their newest innovation in ultrasound technology. GE Healthcare's marketing team also challenged the firm to evaluate their current brand portfolio in the ultrasound market.
The Addison Whitney Solution
Verbal Branding
After evaluating current brands and determining the unique features, Addison Whitney's creative team developed various name candidates. The "Venue" brand was selected as part of GE Healthcare's strategy to leverage this new identity across multiple user groups. Addison Whitney advised on the approach to use descriptive terms to further differentiate the various versions, designed for specific procedures and diagnostics exams. GE Healthcare has gone on to utilize the Venue 40 sub-brand followed by five distinct descriptors: Vascular Access, Anesthesia, Interventional, Musculoskeletal and Point of Care.
Venue joins GE's other ultrasound brands: LOGIC for general imaging, Vivid for cardiovascular imaging and Voluson for women's health and specialty imaging. The name extension strategy, provided by Addison Whitney, was designed to guide GE's branding team on a clear strategy to differentiate the various brands while avoiding overlap among target audiences.
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