Watson
Going global: Revitalizing a 25-year old pharmaceutical brand
Situation
How does a leading generic and specialty brand pharmaceutical company communicate to a world audience that it is now a global player?
As the fourth largest U.S. pharmaceutical company, Watson found itself in an exciting period of change. Paul Bisaro had assumed the helm to take the company to its next level of achievement and brought a significant shift in culture, tenor and focus. A new senior management team soon followed, marking the first sweeping leadership change since the company’s founding 25 years ago. There was now a need to articulate and express the “new” Watson, a global, supremely confident company keen to show how it would continue delivering on its promises at home—and now on the world stage.
Solution
Baker helped Watson refine and extend its brand platform, messaging and look-and-feel to reflect how the company was expanding its reach and “going global.” Program elements included printed and online company overviews and internal brand inspiration pieces with accompanying animations—all designed to express the company’s new assertive spirit and international presence. Additionally, Baker helped Watson build awareness and engagement through an internal campaign that reinforced its vision, mission and values companywide. Finally, Baker created online guidelines to help the company manage and maintain its brand over time.
Results
The revitalized brand energized Watson employees at all levels. The “going global” messaging and refreshed vision, mission and values established a common foundation uniting the organization. Human resources, corporate communications and investor relations began to adopt the new branding into their materials. A strong brand culture was emerging—one that would continue building momentum as the company grew in global stature.