Positioning and Marketing Strategy
Siemens Medical acquired the much smaller Acuson, recognized as the quality and innovation leader in ultrasound imaging. Several years after the merger, Siemens was still marketing the product and service brands of both companies side by side without integration. New management questioned the wisdom of continuing with that brand architecture and was concerned about how soon-to-be-launched new products and services could and would fit into this complex brand architecture. Six Degrees was engaged to help identify an optimal brand architecture moving forward.