Developing a cohesive naming architecture to optimize an enormous portfolio of offerings.
BRAND AUDIT | INTERACTIVE WORKSHOP | STAKEHOLDER INTERVIEWS | CUSTOMER RESEARCH | NAMING
IQVIA was formed with the merger of IMS Health and Quintiles, both giants in the life sciences sector. Along with mergers and acquisitions, technological development across its analytics offerings caused its previously launched brand architecture and naming system to buckle under the pressure.
IQVIA asked The Agency for help in communicating the functions of its technology tools and platforms in a clear yet flexible way, and apply that strategy across a portfolio of thousands of products and product names.
We first to worked achieve a full understanding of the current brand architecture, product roadmaps, platforms, customer personas, and the market environment. That process included more than 20 one-on-one interviews with IQVIA’s tech and brand leadership and a deep review of customer insight and competitors’ product architectures. We also sought to understand how different customer personas might buy a particular platform or suite of technologies.
We delivered brand architecture construct and definitions through which different IQVIA technologies and products could be appropriately categorized. The Agency also developed naming recommendations for the current platforms.