To begin, TOTEM explored the group’s origins and ambitions, including stakeholder interviews and a workshop. It was critical to understand the companies and technologies it owned, as well as the marketplace and benchmark companies.
These insights brought clarity and a led us to a powerful brand purpose, ‘To advance therapies for the good of patients, medicine and society.’ The future direction for the brand became clear.
This was a major change to the mission and purpose of the business. To signal the bold change of direction and break with the legacy business, we needed a new name and clear narrative.