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
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 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:
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)
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.