Dentsply Sirona

Creating a Strong Brand
Following a Merger of Equals


The merger of Dentsply, a global leader in dental consumables, and Sirona, a global leader in dental technology, was a unique opportunity to shape the future of dentistry. The business case was clear, but making the merger a success would require a unique approach to integrating a complex mix of cultures and businesses. Not only did the company’s 15,000 employees need clear direction, the millions of dental professionals who relied on them around the world needed to believe in their combined future.


We started by researching their roles in each dental discipline, sources of differentiation, and opportunities for growth. With the business context clear, we developed and tested a range of positioning scenarios. The insights guided bold decisions about the future. One, united brand would be built on the core idea of “empowering dental professionals”. We would create The Dental Solutions Company, uniquely capable of innovating to improve dental procedures and educating professionals to adopt those improvements. Ultimately, providing better, safer, faster, dental care to their patients.


In addition to the core Quadric team, the following people featured in this project:
Peter van Toorn Brix, Jan Nielsen and Mike Ingvorsen @ Loop Associates.
Niclas Jensen. Martin Brinks. Jakob Solbakken. Mia Visti @ Sumo.