Bob Guyatt was hired in 2006 to rebrand Lifecore Biomedical's Oral Restorative Division. He implemented an integrated branding proposition focused on "Purposeful Innovation" and reorganized sales and marketing teams. The rebranding was successful, increasing the average selling price of flagship products, profitable revenue growth, and acquiring more specialist customers, leading to Lifecore Biomedical's acquisition in 2008 for $239 million.
The document summarizes the rebranding of Lifecore Biomedical's Oral Restorative Division from 2006. Key points:
- Bob Guyatt was hired to rebrand the division and given P&L responsibility for the US dental division.
- The rebranding integrated sales and marketing, aligned compensation, and established goals and metrics to measure success.
- It developed a new brand identity, strategic products, expanded the sales force, and implemented sales processes.
- After rebranding, metrics like implant ASP, revenue growth, and customer retention improved, showing the rebranding was successful.
Brand Biology is a brand experience consultancy that specializes in behavioral transformation programs to bring brands to life. They unlock the potential of client's employees to consistently deliver on their brand's promise. Brand Biology focuses on transforming employee behaviors internally and externally through relevance, resistance, respect, and reality. They have a proven 5-step process and unique formula using emotional impact, personality insights, and realistic scenarios to ensure behavioral changes stick long-term.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
This document discusses managing brand health and equity over the long term. It provides an overview of Baystate Health's branding process, which included defining their brand promise through research, developing a new name and graphic structure, implementing internal branding programs, and evaluating the return on investment over multiple years. The key lessons emphasized maintaining senior leadership engagement, focusing on the customer experience, conducting research to inform branding decisions, and managing the brand experience consistently over time.
This document discusses how companies can regain their distinctive culture or "flavor" that is lost as they grow in size and complexity. It argues that employee engagement is key to delivering consistent customer experiences. The document outlines five ways for companies to strengthen their culture: 1) hiring the right people with purpose; 2) giving employees a sense of purpose beyond their job duties; 3) actively engaging employees; 4) establishing clear behavioral frameworks; and 5) recognizing strong performance aligned with cultural values. Regaining a distinctive culture requires partnership between HR and marketing to ensure consistency between internal culture and external brand.
This document describes Porter Henry & Company's sales training and consulting services. It outlines their philosophy of collaborative, learner-centered training. It also details their comprehensive curriculum covering sales, sales management, leadership and other topics. Their services include needs assessment, customized training solutions, and competency-based interventions. Testimonials and profiles of leadership are provided.
Getting brilliant briefs from your clientKathryn Ellis
The document provides guidance on how clients can write effective briefs for their marketing agencies. It emphasizes that clear, well-written briefs that define objectives and target audiences lead to better campaign outcomes. A key part of writing a good brief is understanding the client's business and goals for the campaign. The document includes templates and questions clients should answer to provide the necessary context for agencies to develop winning creative strategies.
The document summarizes the rebranding of Lifecore Biomedical's Oral Restorative Division from 2006. Key points:
- Bob Guyatt was hired to rebrand the division and given P&L responsibility for the US dental division.
- The rebranding integrated sales and marketing, aligned compensation, and established goals and metrics to measure success.
- It developed a new brand identity, strategic products, expanded the sales force, and implemented sales processes.
- After rebranding, metrics like implant ASP, revenue growth, and customer retention improved, showing the rebranding was successful.
Brand Biology is a brand experience consultancy that specializes in behavioral transformation programs to bring brands to life. They unlock the potential of client's employees to consistently deliver on their brand's promise. Brand Biology focuses on transforming employee behaviors internally and externally through relevance, resistance, respect, and reality. They have a proven 5-step process and unique formula using emotional impact, personality insights, and realistic scenarios to ensure behavioral changes stick long-term.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
This document discusses managing brand health and equity over the long term. It provides an overview of Baystate Health's branding process, which included defining their brand promise through research, developing a new name and graphic structure, implementing internal branding programs, and evaluating the return on investment over multiple years. The key lessons emphasized maintaining senior leadership engagement, focusing on the customer experience, conducting research to inform branding decisions, and managing the brand experience consistently over time.
This document discusses how companies can regain their distinctive culture or "flavor" that is lost as they grow in size and complexity. It argues that employee engagement is key to delivering consistent customer experiences. The document outlines five ways for companies to strengthen their culture: 1) hiring the right people with purpose; 2) giving employees a sense of purpose beyond their job duties; 3) actively engaging employees; 4) establishing clear behavioral frameworks; and 5) recognizing strong performance aligned with cultural values. Regaining a distinctive culture requires partnership between HR and marketing to ensure consistency between internal culture and external brand.
This document describes Porter Henry & Company's sales training and consulting services. It outlines their philosophy of collaborative, learner-centered training. It also details their comprehensive curriculum covering sales, sales management, leadership and other topics. Their services include needs assessment, customized training solutions, and competency-based interventions. Testimonials and profiles of leadership are provided.
Getting brilliant briefs from your clientKathryn Ellis
The document provides guidance on how clients can write effective briefs for their marketing agencies. It emphasizes that clear, well-written briefs that define objectives and target audiences lead to better campaign outcomes. A key part of writing a good brief is understanding the client's business and goals for the campaign. The document includes templates and questions clients should answer to provide the necessary context for agencies to develop winning creative strategies.
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
Allen Stegall is the Executive Director of Strategy at Scout, a full-service marketing firm with offices across the US. He has over 32 years of experience in pharmaceutical marketing, specializing in therapeutic areas like epilepsy, oncology, and diabetes. At Scout, he provides strategic guidance to clients and mentors account teams. Scout prides itself on its "brave approach" to marketing and focuses on developing bold strategies for challenger brands.
The document summarizes the services offered by The Octopus Solution LLC to help increase growth at YMCA organizations. It outlines strategies for member acquisition, retention, and recovery, as well as brand building, creating a customer-centric membership experience, niche marketing, building a sales force, leveraging history, and using social media. It also discusses major concerns like high member loss rates and faded brands that the company can address.
Healthscape Pharma Marketing Capability Building Program "Building Big Brands"Shailesh Rau
HealthScape is a strategic consulting and business advisory services firm set up in 2012. HealthScape provides data driven strategic insights and helps build both marketing and strategic capabilities in building big brands, product portfolios and new product launches. We aim to be the preferred and trusted partner across all dimensions of product marketing and portfolio management. We also drive high science programs besides product marketing like market shaping/disease shaping initiatives, Preceptorship Programs, CME Accredited Modules etc.
Capability Building Program:
Building Big Brands is a marketing workshop which is delivered over a period of six days, and followed by hand holding of participants over a period of 6-12 months.
Target Audience: Product Managers, Marketing Managers, Medical Affairs Managers and Market Research.
Program revolves over three key pillars which are:
A. Thorough environment scan to develop deeper understanding and value of key insights,
B. The art and science of brand positioning and
C. Conveying this value proposition in a powerful way, so as to build a solid differential over competition.
Each of these pillars is delivered through following workshop modules:
1. Importance of key customer insights
a. Fundamental understanding on insights, importance and value of market research.
b. Tools
c. Templates (A standard process for any organization to bring in a discipline)
d. Case Studies (Both from Pharma and non-pharma)
e. Simulation exercise on company’s own brand
2. Importance of Brand Positioning
a. Fundamental understanding of both science and art of developing brand positioning statement
b. Tools
c. Templates
d. Case Studies (Both from pharma and non pharma)
e. Simulation exercise on company’s own brand.
3. How to develop powerful communication/ Medico-Marketing Programs
a. Fundamental understanding of communication strategy
b. Tools
c. Templates
d. Case Studies (both from pharma and non pharma)
e. Simulation exercise on company’s own brand.
We ensure that this does not get viewed as a mere annual activity, but create a back bone of the functioning and we strongly recommend a simulation of these learnings on one of the company’s own brand.
This method of delivery of this workshop makes it most unique and valuable capability building program.
At Beloved Brands, we make brands stronger and we make brand leaders smarter. We can build a Brand Management Training Program, to unleash the full potential of your team.
1. Strategic Thinking
2, Creating a Beloved Brand
3. Consumer Centricity
4. Brand Positioning
5. Brand Plans
6. Creative Briefs
7. Brand Analytics and the business review
8. Marketing Execution
9. Strategic Media Plans
10. Winning the Purchase Moment
The document discusses establishing a Brand Council to ensure strategic decisions align with an organization's brand. A Brand Council is a cross-functional group that addresses brand-related issues. It provides governance over brand creation, challenges, compliance, measurement and culture. The Council should include senior representatives from all departments and be led by a high-level executive. It analyzes how decisions impact the brand and ensures consistency in delivering the brand promise.
Your Value Proposition is the reason that customers choose to buy from you, it needs to be a core business skill. This slideshare shows you how to develop compelling value propositions with a focus on B2B companies
This document discusses the process of product development. It begins by defining product development as creating a new product or modifying an existing product to meet customer needs. It emphasizes identifying customer needs and market opportunities. The document then lists some basic questions to consider about customers and how the product differs from competitors. It also discusses the concepts of needs, wants, and developing a product concept. Finally, it provides an assignment asking to interview a successful entrepreneur about how they identified customers, made their product unique, and prepared before starting their business.
The document discusses the marketing mix for services. It begins by noting that services have unique characteristics compared to products. It then introduces the extended 7Ps marketing mix framework for services, which includes the additional elements of people, physical evidence, and process. The document provides examples of how each of these additional elements applies to continuing education services and provides best practices for their marketing. It emphasizes that people delivering the service greatly influence customer perceptions of quality, and the environment and procedures through which the service is delivered are also important.
johnpc ltd provides sales transformation, training, coaching and workshop services to help organizations improve their sales performance. Their services include sales process reviews and skills training to increase sales effectiveness. They also provide DiSC personality and leadership assessments and workshops to improve workplace relationships and performance. johnpc works with organizations across different industries to analyze their sales operations and provide customized recommendations and training.
This document discusses key elements in developing a solid business definition, including defining the offer, target market, and production/delivery capabilities. It also covers establishing a company's core values, mission statement, vision, culture, and competitive advantage. Developing these foundational elements is important for starting and operating a successful small business.
The document discusses strategic objectives for a shoe company called Senior Shoes across various perspectives.
It outlines strategic objectives in key areas like finance, customers, internal operations, and employees. For finance, objectives are to increase market share, boost customer loyalty, and increase revenue. For customers, objectives are customer retention, satisfaction, and creating value.
For internal operations, objectives are developing metrics to measure success, improving production through reduced costs and efficiency, and measuring performance. Finally, for employees, objectives are employee satisfaction, retention to reduce turnover, and encouraging innovation. The document provides analysis and rationale for objectives in each area.
The document discusses using Stephen Covey's 7 Habits of Highly Effective People to grow a legal practice. It outlines the 7 steps as understanding your ideal client, developing your value proposition, branding and messaging, finding opportunities within your existing client base, developing centers of influence and strategic alliances, becoming an expert in your field, and establishing accountability measures. The overall message is that adopting the 7 Habits approach can help legal practitioners break out of being seen as the same as competitors, reach their full potential, break into new markets, increase productivity and profitability, and grow their practice.
This document defines marketing as a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others. It then discusses the 7Ps of marketing mix - product, price, place, promotion, people, process, and physical evidence. Each P is defined in 1-2 sentences. It provides an example of how these 7Ps can be applied to a luxury hotel's marketing strategy. Finally, it discusses factors that influence consumer purchasing behavior such as reference groups, family, role and status, learning, age, gender, education, income level, and status in society.
How to succeed in Sales at a Start Up With Focus in Channel Development, no audio.
Slideshow for viewing only. Presentation available for consulting or training...
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
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Allen Stegall is the Executive Director of Strategy at Scout, a full-service marketing firm with offices across the US. He has over 32 years of experience in pharmaceutical marketing, specializing in therapeutic areas like epilepsy, oncology, and diabetes. At Scout, he provides strategic guidance to clients and mentors account teams. Scout prides itself on its "brave approach" to marketing and focuses on developing bold strategies for challenger brands.
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HealthScape is a strategic consulting and business advisory services firm set up in 2012. HealthScape provides data driven strategic insights and helps build both marketing and strategic capabilities in building big brands, product portfolios and new product launches. We aim to be the preferred and trusted partner across all dimensions of product marketing and portfolio management. We also drive high science programs besides product marketing like market shaping/disease shaping initiatives, Preceptorship Programs, CME Accredited Modules etc.
Capability Building Program:
Building Big Brands is a marketing workshop which is delivered over a period of six days, and followed by hand holding of participants over a period of 6-12 months.
Target Audience: Product Managers, Marketing Managers, Medical Affairs Managers and Market Research.
Program revolves over three key pillars which are:
A. Thorough environment scan to develop deeper understanding and value of key insights,
B. The art and science of brand positioning and
C. Conveying this value proposition in a powerful way, so as to build a solid differential over competition.
Each of these pillars is delivered through following workshop modules:
1. Importance of key customer insights
a. Fundamental understanding on insights, importance and value of market research.
b. Tools
c. Templates (A standard process for any organization to bring in a discipline)
d. Case Studies (Both from Pharma and non-pharma)
e. Simulation exercise on company’s own brand
2. Importance of Brand Positioning
a. Fundamental understanding of both science and art of developing brand positioning statement
b. Tools
c. Templates
d. Case Studies (Both from pharma and non pharma)
e. Simulation exercise on company’s own brand.
3. How to develop powerful communication/ Medico-Marketing Programs
a. Fundamental understanding of communication strategy
b. Tools
c. Templates
d. Case Studies (both from pharma and non pharma)
e. Simulation exercise on company’s own brand.
We ensure that this does not get viewed as a mere annual activity, but create a back bone of the functioning and we strongly recommend a simulation of these learnings on one of the company’s own brand.
This method of delivery of this workshop makes it most unique and valuable capability building program.
At Beloved Brands, we make brands stronger and we make brand leaders smarter. We can build a Brand Management Training Program, to unleash the full potential of your team.
1. Strategic Thinking
2, Creating a Beloved Brand
3. Consumer Centricity
4. Brand Positioning
5. Brand Plans
6. Creative Briefs
7. Brand Analytics and the business review
8. Marketing Execution
9. Strategic Media Plans
10. Winning the Purchase Moment
The document discusses establishing a Brand Council to ensure strategic decisions align with an organization's brand. A Brand Council is a cross-functional group that addresses brand-related issues. It provides governance over brand creation, challenges, compliance, measurement and culture. The Council should include senior representatives from all departments and be led by a high-level executive. It analyzes how decisions impact the brand and ensures consistency in delivering the brand promise.
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johnpc ltd provides sales transformation, training, coaching and workshop services to help organizations improve their sales performance. Their services include sales process reviews and skills training to increase sales effectiveness. They also provide DiSC personality and leadership assessments and workshops to improve workplace relationships and performance. johnpc works with organizations across different industries to analyze their sales operations and provide customized recommendations and training.
This document discusses key elements in developing a solid business definition, including defining the offer, target market, and production/delivery capabilities. It also covers establishing a company's core values, mission statement, vision, culture, and competitive advantage. Developing these foundational elements is important for starting and operating a successful small business.
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It outlines strategic objectives in key areas like finance, customers, internal operations, and employees. For finance, objectives are to increase market share, boost customer loyalty, and increase revenue. For customers, objectives are customer retention, satisfaction, and creating value.
For internal operations, objectives are developing metrics to measure success, improving production through reduced costs and efficiency, and measuring performance. Finally, for employees, objectives are employee satisfaction, retention to reduce turnover, and encouraging innovation. The document provides analysis and rationale for objectives in each area.
The document discusses using Stephen Covey's 7 Habits of Highly Effective People to grow a legal practice. It outlines the 7 steps as understanding your ideal client, developing your value proposition, branding and messaging, finding opportunities within your existing client base, developing centers of influence and strategic alliances, becoming an expert in your field, and establishing accountability measures. The overall message is that adopting the 7 Habits approach can help legal practitioners break out of being seen as the same as competitors, reach their full potential, break into new markets, increase productivity and profitability, and grow their practice.
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Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
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janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
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6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
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• Google now uses AI to generate answers.
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therebrandingoflifecoredental-slideshare.ppt
1. 1
Rebranding LIFECORE
My name is Bob Guyatt and in 2006 I was hired by
LIFECORE BIOMEDICAL to rebrand their Oral Restorative
Division. I was ultimately given P&L responsibility for the US
dental division and oversight for global marketing.
The following slides provide an overview of that
transformation.
2. 2
First Things First…
Thank you
• Lifecore Biomedical Strategic Integration Team-Dennis Allingham, Larry Hiebert,
Dave Noel, Jim Hall, Kristin Weiss-Todd, Scott Collins, Bryan Malmquist and Jeff
Rhue, for standing shoulder to shoulder with me Rebranding Lifecore Dental.
• Lifecore Dental Sales, Marketing, Client Service and Engineering teams for
creating and selling the new desired value proposition, both internally and
externally.
• Bill Ryan and Scott Root for the opportunity to develop the skills that prepared
me for this opportunity and Don Tuttle, “just a Phys Ed major from Guilford
College”, for teaching me what it means to be an entrepreneur and to take risks.
• I will never forget the guidance, expertise and friendship you all extended so
unselfishly.
• Love/Respect axis from Lovemarks by Kevin Roberts, CEO, Saatchi & Saatchi.
4. 4
• The line between Sales and Marketing has been blurred forever.
• You must integrate Sales mechanisms and realign the
compensation/organizational structure to reflect the new goals
of your rebranding efforts. Bottom line- you get what you
measure for.
• You must “sell inside first” so that your Sales team will accept
the desired branding proposition and become emissaries for the
new brand.
• Give the Sales team the tools and creation story that represents
your new brand and aligns with your target audience; then show
them how to sell it.
• Implement operating mechanisms to measure results and apply
sensory acuity to ensure you meet your performance goals.
Integrated Desired Branding Proposition
Why?
5. 5
Lifecore Dental Business Model
• Milestones
– New brand identity
– Strategic Product Development
– Sales force expansion
– Compensation plan congruent with marketing strategy
– Sales Processes: Unity without Uniformity
• Assumptions
– Complex sale
– 9 calls depending on emotional intensity of the call
– “Different Sameness” is everywhere
• Tasks
– STP/SFDC/Sales Performance Reviews/ Call Plans/Account
plans/Strategies that render the competition irrelevant.
6. 6
Organizational Chart: US Sales Division
Bob Guyatt
Sr. Director,
US Sales &
Global Marketing
John White
Regional
Manager,
West
Shawn McNalley
Regional
Manager,
Northwest
Joel Gonzales
Regional
Manager,
Midwest
Bill Tucker
Sr. Regional
Manager,
Midatlantic
Chuck Frame
Regional
Manager,
Northeast
District
Managers
10
District
Managers
4
District
Managers
9
District
Managers
10
District
Managers
10
Bob Guyatt
Sr. Director,
US Sales &
Global Marketing
John White
Regional
Manager,
West
Shawn McNalley
Regional
Manager,
Northwest
Joel Gonzales
Regional
Manager,
Midwest
Bill Tucker
Sr. Regional
Manager,
Midatlantic
Chuck Frame
Regional
Manager,
Northeast
District
Managers
10
District
Managers
4
District
Managers
9
District
Managers
10
District
Managers
10
7. 7
Organizational Chart: Marketing Dept.
Bob Guyatt
Sr. Director,
US Sales & Global
Marketing
Lana Butler
Director,
Client Services
Emily Smith
Director of Marketing
Client Services
Department
John DeAngelo
Manager,
Clinical Education
Pat McClellan
Sr. Manager,
Implant Systems
Brian Schmidt
Manager,
Regen/Business
Metrics
Teisha Scott
MarComm Specialist
Rick Tvedt
Technical Services
Aubrey Hookom
Marketing Asst.
Dave
Graphic Design
Specialist
Jenni Voit
Marketing Asst.
Ryan Johnson
Education Coordinator
Bob Guyatt
Sr. Director,
US Sales & Global
Marketing
Lana Butler
Director,
Client Services
Emily Smith
Director of Marketing
Client Services
Department
John DeAngelo
Manager,
Clinical Education
Pat McClellan
Sr. Manager,
Implant Systems
Brian Schmidt
Manager,
Regen/Business
Metrics
Teisha Scott
MarComm Specialist
Rick Tvedt
Technical Services
Aubrey Hookom
Marketing Asst.
Dave
Graphic Design
Specialist
Jenni Voit
Marketing Asst.
Ryan Johnson
Education Coordinator
8. 8
Sales Competency
Alpha Level
Foundational Skills
Oral Anatomy
Training
Surgical System
Prosthetic Training
Cement-retained
Prosthetic Training
Overdenture
Temporization
Techniques
Custom-impression
Techniques
Accountability:
Testing/Practicum
Matriculate to Theta
Level
Sales Competency
Theta Level
Intermediate Skills
Sales Competency
Omega Level
Advanced Skills
Prosthetic Training
Screw-retained
Administrative
Meetings
Introduction
Esprit de Lifecore
Training
Surgical System
Immediate Load
Bone Grafting
Prosthetic Training
Cement-retained
Review
Matriculate to
Omega Level
Accountability:
Testing/Practicum
Sales Skills
Proficiencies
Sales Skills
Proficiencies
Sales Skills
Proficiencies
Customer-Intimacy
Programs
Developing
Explicit Needs
Lifecore
Certified
Competitive Analysis
Accountability:
Testing/Practicum
Knowledge
Assessment
Sales Skills Competency
Progression Model: District Mgr.
31. 31
Develop The Brand:
Mantra/Meaning
Who are we? And what do we mean when we say Purposeful Innovation? Let
us answer the latter question first. Purposeful innovation refers to the way we
approach innovation while remaining mindful of its importance. After all, we believe
that to change and to improve are two different things. Lifecore Dental™ embodies
purposeful innovation with a product offering that features innovations that improve
quality of life for both you and your patients. Principle-based, evidence-based,
integrity-based, now that’s Lifecore Dental™…Purposeful Innovation.
Who are we? And what do we mean when we say Purposeful Innovation? Let
us answer the latter question first. Purposeful innovation refers to the way we
approach innovation while remaining mindful of its importance. After all, we believe
that to change and to improve are two different things. Lifecore Dental™ embodies
purposeful innovation with a product offering that features innovations that improve
quality of life for both you and your patients. Principle-based, evidence-based,
integrity-based, now that’s Lifecore Dental™…Purposeful Innovation.
48. 48
Performance Metrics
How do we know the rebranding worked?
• Increase in the average Selling price (ASP) for Prima;
flagship brand.
• Increase in profitable top line growth.
• Decrease in customer attrition.
• Increase in number of specialists as customers.
50. 50
Revenue by Year-United States
Revenue by Year
US
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
2005 2006 2007
PRIMA
RESTORE
STAGE-1
RENOVA
51. 51
In 2008 Warburg Pincus acquired LIFECORE
BIOMEDICAL for $239 million US.
The story of Rebranding Lifecore shows what can happen
when a team of stars come together to become a Star
Team; maximizing the synergies for which corporations
exist.
To everyone who contributed to the success of
Rebranding Lifecore:
“May the boomerang return to the hand from which it left.”