Widex
Transforming positioning & identity for brand premiumization
Situation
Following the merger of Widex and Savantos to become WSA, the product-brand Widex required repositioning to align with the portfolio strategy & effectively differentiate Widex.
Leveraging Widex’s traditional positioning , which centered on the ‘most natural sound’ of any hearing aid in the industry, Widex became the premium-level product brand within WSA’s portfolio. While retailing exclusively through B2B channels, Widex needed a clear consumer-oriented positioning & reputation which empowered their channels to sell devices better.
As such, this positioning project aimed to elevate Widex’s existing connection with natural sound and build Widex to the highest-value position in the hearing aid industry. This needed to be represented by a premium identity with a lifestyle-focus to enhance emotional appeal with their consumers.
See also within our WSA case: WSA, Signia, Rexton, AudioService
Solution
In close collaboration with WSA's leadership, Quadric developed a new mission and brand identity for Widex, which elevated the intrinsic value of natural hearing.
To activate this, we established an affinity with some of the most timeless sounds the world has to offer: classical music, the serenity of nature, the richness of meaningful conversations. These representations constructed Widex's essence, to fill the role of sophistication & premiumization needed within WSA’s portfolio.
Widex’s branding update was complemented by a range of strategic marketing tactics. This included events, inviting customers to view sound far beyond the functional need for hearing and towards the enjoyment of extraordinary sound experiences. It also encompassed sponsorships with renowned musicians, who enhanced advocacy for the quality of Widex’s natural sound.