Allergan, a global leader in several pharmaceutical categories, has grown and diversified in recent years. As it has done so, the company has felt an intensifying need to articulate what it does and why it does it in a simple and distinctive way.
Allergan’s corporate brand initiative began in earnest with the company's 2006 annual report. In early 2007, Applied Storytelling joined Santa Monica, California-based Baker Brand Communications in developing an updated brand platform for Allergan. Scope of the platform extended to positioning, brand personality targeted messaging and array of additional tools and insights. The effort culminated in the public introduction of its new tagline and mission early this year.
In addition to playing a key role in tagline and vision statement development, Applied Storytelling provided messaging insight for the company’s new web site and wrote key sections of its award-winning 2007 annual report. (See also Going Live, September 2007.)
Companywide introduction of Allergan’s new tagline and mission statement followed a December 2007 preview to director- and executive-level management. Insight, the company’s magazine, reports an enthusiastic worldwide response.
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