Reliance Medical Products
25-Year-Long Branding Campaign
Video, Print Advertising, Landing Pages, Sales Promotion, Web Sites, E-newsletters, Tradeshow, Direct Mail, Posters, Strategic Planning, Public Relations, Social Media
Situation: During the 1990 recession, Reliance Medical Products, a manufacturer of ophthalmic examination chairs, experienced a plateau in sales.
Challenge: Justify premium price and stave off aggressive foreign competition.
Solution: Internal research, and studies with doctors, institutions, and distributors helped define “durability” as a strategy. We learned that the product routinely lasted 30- to 40 years, or the life of the practice. We expressed the durability in the thematic line, “Brutishly Durable Since 1898”
Results: 25 consecutive years of record sales, which enabled Reliance to maintain its premium price point.