With a $2.95 billion annual turnover, 45 offices across the world and 6,500 employees, Varian Medical Systems is the world’s premier manufacturer of medical equipment and software for the treatment of cancer and other medical conditions. In 2011 the company embarked on an extensive rebranding programme. New support and marketing materials were developed, brand standards and graphics were redesigned with fresh typography and photography and new ‘quick-start’ marketing templates were created for use by offices worldwide.
Varian Medical Systems
A Case for Treatment
But Varian recognised that a centralised sharing and collaboration hub was needed, through which to disseminate the new Varian brand messages consistently right across the globe. The vision was for a dedicated branding site in which marketing resources could be managed and monitored efficiently.
Brand Management for the Medical Industry
The system would ensure consistency of brand imagery and messaging; it would educate users about brand positioning and values; it would set out guidelines and standards for marketing materials; and it would make easy work of accessing brand assets – from logos, images, photography and video materials to marketing artwork and document templates.
The search for the right system was intensive. Ten potential solutions were evaluated – and from those ten the Brandworkz system emerged as Varian’s first choice.
The company’s marketing team was quick to spot the attractions of Brandworkz’s simple user interface, clarity of communication and easy maintenance. With around 350 marketing projects a year, the team had previously been struggling with Microsoft Sharepoint and FTP sites for digital asset management, but they’d found it impossible to control who was using what, or to locate materials quickly.
Additionally, the concept of ‘brand’, its meaning and how to use it was quite new to the Varian workforce, but the power of the Brandworkz Guidelines & Positioning module made it easy to bring employees worldwide up to speed quickly about the benefits of visibility and consistency globally.
Control over access keeps content specific to what particular users actually need, so they aren’t overwhelmed by choice and can find just the right asset for their purpose – from company employees right across the company to external agencies, designers and vendors.
The quality of the work is better and more consistent too. There’s less worry in the head office marketing team about what’s being created in the other territories because they know they are in control of the quality of images and materials that people are using.