Brand Archetype  Management Review
Brand Identity Progress Report <ul><li>Evaluated Competitive Landscape </li></ul><ul><li>Finalized initial Brand Recommend...
Brand Architecture: Current situation Difficult to own and differentiate =
Brand Architecture:  Recommendation One Name: Fraxel When bringing a brand directly to 80 million consumers, you need to k...
Fraxel Brand Positioning Develop positioning that takes Fraxel  out  of : Make it about: Skin Care Science Give people  PE...
Brand Positioning
Fraxel “skin care” conversation
Consumer Consideration Cycle The consideration cycle is repeated for each stage of the Skin Improvement Journey—becoming a...
Fraxel Brand Tone
Brand Voice & Traits
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Brand strategy executive review

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Brand strategy executive review

  1. 1. Brand Archetype Management Review
  2. 2. Brand Identity Progress Report <ul><li>Evaluated Competitive Landscape </li></ul><ul><li>Finalized initial Brand Recommendations </li></ul><ul><li>Launch new brand identity </li></ul><ul><li>Integration of identity across company </li></ul><ul><li>Reliant Technologies vs. Fraxel </li></ul>Complete In-Progress
  3. 3. Brand Architecture: Current situation Difficult to own and differentiate =
  4. 4. Brand Architecture: Recommendation One Name: Fraxel When bringing a brand directly to 80 million consumers, you need to keep it simple. The laser skin treatment, the cosmeceuticals and any other future line extensions need only be known by one name, Fraxel. One name remembered by consumers will make it easier to drive demand—whether it be to physicians’ offices or to medi-spas in the future . Brand Identity:
  5. 5. Fraxel Brand Positioning Develop positioning that takes Fraxel out of : Make it about: Skin Care Science Give people PERMISSION to feel OK about wanting to look better <ul><ul><li>cosmetic laser category </li></ul></ul><ul><ul><li>monotonous beauty category </li></ul></ul>(messages of achieving perfection, turning back the time, the quick fix, organic/all-natural ingredients)
  6. 6. Brand Positioning
  7. 7. Fraxel “skin care” conversation
  8. 8. Consumer Consideration Cycle The consideration cycle is repeated for each stage of the Skin Improvement Journey—becoming a longer (or repeated) cycle as the consumer moves from Skin Care options toward the procedure options.
  9. 9. Fraxel Brand Tone
  10. 10. Brand Voice & Traits

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