Fujifilm Medical Systems

Fujifilm Medical Systems is a leading provider of medical image and information products and technologies for acquiring, processing, presenting, managing and storing diagnostic images. When Fujifilm engaged Addison Whitney, the company was in the midst of transitioning from a manufacturer of x-ray film to a developer and marketer of medical software technology.

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Fujifilm Medical Systems approached us to do a brand equity assessment of its Synapse, Comprehension and ProSolv brands and make a formal brand architecture and portfolio recommendation specific to Synapse.

Addison Whitney held a number of both internal and external interviews with members of each group to determine the perceptions of the different brands, key differentiating aspects of the brand from competitors, and the most important brand attributes.

Following the discovery phase, a brand strategy workshop was held to present Addison Whitney’s findings and naming strategy recommendations.

Addison Whitney developed comprehensive positioning for the Synapse brand, providing further depth into its identity, and highlighting key aspects of the brand.

Addison Whitney also developed a brand integration plan for Fujifilm. This provided Fujifilm a plan for how to integrate future acquired brands into its portfolio based on the equity of the acquired brand, its positioning and the future potential for the brand.

Lastly, the Fujifilm team asked Addison Whitney to develop a new logo and brand standards for Synapse that would help guide consistency.

Synapse continues to develop groundbreaking products and technology for the medical field, and has added a number of new product lines over the years.