"It seems like magic but it's all science." Kind of a cool tagline right? (I wrote it and even after Tyco was purchased by Covidien, the name and tagline stuck).
The story: Sometimes even the well-known brands are up against somebody bigger. Such was the case when Tyco went to launch a new OR product against 3M who possessed 98% market share. A daunting task to say the least, particularly after spending a fortune to develop a superior product that out-innovated 3M by a long shot. Tyco's answer? My team. Why? One word: Strategy.
We conducted focus groups, attended AORN with OR nurses, named the product, developed a positioning strategy, and created compelling ads, direct mail, collateral, channel promotions and a micro site for this superior product. The name and tagline have stood the test of time.
