Cephalon
Taking it to the next level. From biotech start-up to global biopharmaceutical leader.
How a biotech company evolved its brand to reflect its growing stature and market presence — and preserved the unique qualities that got it there.
Situation
As our revenues approach $1 billion for the first time in our history, how do we establish a brand that reflects our maturity and growth, without losing the pioneering spirit of our start-up roots?
Founded in 1987 as a biotech start-up, Cephalon was approaching a significant milestone by 2004. With its international expansion, roster of first-in-class products and rich pipeline, the company’s revenues would soon exceed $1 billion. Cephalon was now ready to take its brand to the next level — and emerge as one of the world’s leading biopharmaceutical companies. The challenge was doing so without losing the agile, nimble and entrepreneurial sprit at its core.
Solution
Baker developed a new brand platform that captured Cephalon’s deepening maturity, as well as the winning attributes that fueled its growth. Clear brand architecture and robust tools accompanied the platform to help the company manage the brand effectively. Using these elements, Baker then helped Cephalon express its brand through communications integrated across media, channels and audiences. The solutions were multi-faceted and comprehensive, designed to evolve with the company, while remaining the truest reflection of who Cephalon was and what it stood for — today and tomorrow.
Results
The brand platform launched in 2004 and has remained as relevant today as when Cephalon exceeded its first $1 billion in revenues. With continued investment in its pipeline, record sales and strong earnings in 2008, Cephalon is now approaching the $2 billion revenue mark and has projected that it would exceed this number in 2009. On November 14, 2008, Cephalon joined the S&P 500 Index as one of the S&P Mid-Cap 400 and has continued to expand its international presence and leadership. The company’s scalable brand platform and powerful positioning have prepared it well, not only for its current success, but also for future evolution.