Pioneering Biotechnology for life.
Agency Bel was hired to review data pertaining to their brand and present an executive summary to their CEO, Jim Mullen. The company was so impressed with the thorough information and synopsis that the project was broadened to include the development of key attributes, a brand personality, corporate positioning statement as well as a tagline. These branded components primed the company to become an attractive future partner to the cancer drug company IDEC, who they merged with shortly after the launch of the strategy.
Laura was instrumental in helping to demystify branding and in turning an idea into a well managed initiative. She quickly understood the specific issues our corporation faced and proposed viable solution. Her involvement from the planning stage to the final implementation was a key success factor for the initiative, both in the US and abroad. —Gunther Winkler.,VP Strategic Initiatives, BIOGEN