We created a story for the product that connected with customers’ emotions and was differentiating and memorable. We knew it was successful when our client reported that customers were repeating the story verbatim back to their representatives when they described their experience with the product.
BARD BIOPSY CLIENT SNAPSHOT
When Bard Biopsy faced a particularly challenging product launch, they chose DardenLentz to develop the positioning and branding for a new breast biopsy device. The product represented a new device category, so it was critical that we prove that the product had value over existing products to create excitement, and generate demand.
We created a story for the product that connected with customers’ emotions and was differentiating and memorable. We knew it was successful when our client reported that customers were repeating the story verbatim back to their representatives when they described their experience with the product.
