Avanos

Project Overview

Avanos is a global medical device company with key product brands in pre- and post-surgical pain management and enteral feeding. Following a decade of operation under a unified master brand approach, the company sought to reassess its brand framework. This strategic review aimed to optimize the company's positioning and foster organizational alignment, enabling sustained expansion while capitalizing on the inherent strengths of its core product brands.

Problem

Established in 2014 through the acquisition of various reputable product brands, Avanos initially adopted a master brand strategy. However, individual product business units operated independently, with minimal cross-promotion among sister products. As the company acquires additional legacy brands, it has become evident that the master brand strategy is ineffective. The Avanos brand lacks the necessary recognition within developed market segments.

Solution

ParkerWhite collaborated with the team to establish an endorsed brand strategy architecture, enabling the Avanos brand to capitalize on the trust and heritage of its power brands while strengthening its corporate identity. This initiative involved aligning core product segments with associated product brands, revitalizing the messaging and global branding system, and developing essential digital sales tools for each product brand. Upon completion, we will create an online global brand style guide website containing all digital assets and templates.

What we did:

Brand Architecture
Messaging
Brand Style Guide
Logo Identity
Collateral System
Product Launches