Help us build an enviable global brand.
Triple A Bundle
One Global Unified Brand Identity.
A key strategic initiative for OC is to build a global brand with a unified message. We have worked over the past few years to create brand consistency with the company imagery. This includes having an easily identifiable image across our brochures, trade show booths, website, and social media.
The next stage in our strategic initiative has been to develop a consistent global message to go along with the imagery. We have done a good job providing you all with the features, benefits, and technical information of our product platform. But we have not been diligent about providing the top-line sales talking points. We correct that with the launch of the Triple-A brand messaging pyramid.
IMAGERY + MESSAGE = UNIFIED BRAND IDENTITY
Flexible, Focused, and Complimentary.
We recognize that different markets have differing needs and social influences make having one single voice impossible and probably imprudent. So there needs to be flexibility within the talking points.
We also know that the doctors we see are at different stages of their careers. Some know of OC already but most have never heard of us or the Pitts system. Those that know will eventually need more technical and scientific information. While the doctors that don't know OC will need an introduction. So in addition to flexibility, there needs to be levels of focus and complexity.
With that in mind, rather than just simply creating a set of features and benefits, we have created the Triple A Bundle; a simplified brand story that forms the top level of sales and product messaging. Triple A works with (and compliments) our existing features and benefits product information.
ACCELERATED * AESTHETIC * ACCESS
The Brand Messaging Pyramid
The Triple-A bundle forms the top two levels of a pyramid-shaped framework of easy-to-understand system information. The pyramid contains the least but most precise information at the top and the most technical and detailed information at the bottom.
There are FOUR levels to the brand messaging pyramid:
TOP LEVEL - concise brand statement (Triple-A)
SECOND LEVEL - details of the concise brand statement (Triple-A)
THIRD LEVEL - system features, benefits, and results (Existing)
BASE LEVEL - product technical information (Existing)
*On what level you focus your time will depend on to whom you are speaking*
The TOP level has the least but most succinct information while the BASE level has the most complex and detailed information.
In sales, we naturally tend to lead with the features, benefits, and results. The pyramid encourages us to start with the brand statement and details first.
1. TOP LEVEL: BRAND STATEMENT
Top of the pyramid is a concise brand message:
Accelerated treatment with aesthetic outcomes
These words provide the introduction to the Pitts systems that create the context for all the other information.
2. SECOND LEVEL: DETAILED BRAND STATEMENT
FIRST A: ACCELERATED
Patients demand faster treatments with fewer hassles.
SECOND A: AESTHETICS
Doctors and Patients want outcomes that get noticed.
THIRD A: ACCESS
OC has an excellent reputation for providing access to educational resources
3. THIRD LEVEL: FEATURES BENEFITS RESULTS
The next level of the pyramid contains the traditional sales information you are used to; features, benefits, and results. The Pitts 21 System Message includes key system FEATURES, BENEFITS, and RESULTS.
4. BASE LEVEL - THE TECHNICAL STUFF
This is the type of information that is less sales and marketing and more science and engineering. It includes all the product technical information that is found in journal articles, Tom Talks, sales training presentations, brochures, and on.
Marketing Tools for Educating Your Teams on Trip
Video Presentation:
PowerPoint Presentation:
Printable Flyer:
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