Unlocking Brand is our web series where our global brand consultants deliver actionable insights, host live case studies and answer key questions on the topics that matter to brand marketers today. Each episode we unlock one topic from brand purpose, strategy, design, naming, communication to experience, and more.

On Wednesday, August 23rd we hosted Jeannine Mason, Senior Director, Corporate Marketing & Brand, QuidelOrtho, one of the world’s largest healthcare diagnostics providers of lab and in-home testing solutions.

Jeannine was joined by Carolyn Griffin, Strategy Director, Brice McGowen, Creative Director and Margaret Molloy, Global CMO, Siegel+Gale, for a conversation that explores how two companies with prominent legacies merged to build a new brand.

Our audience learned how to:
Rebrand for a merger
Design a flexible visual system
Unite stakeholders when activating a new brand
Create a connected brand experience across visuals, packaging, environments and sound