WS Audiology
Transforming hearing care through a unified corporate purpose.
Situation
The merger of Widex and Savantos saw the formation of a new holding company overseeing a broad portfolio of hearing device and audiology care brands. WSA’s leadership recognized the need to develop an identity for the merged entity and a strategy to define the roles of each brand within its portfolio.
We envisioned that WSA had the potential to be more than that – to instead become a brand with a distinct purpose, explaining its ownership of various brands. Moreover, we believed that this merger created unique opportunity for WSA to positively impact several industry challenges. WSA’s brand portfolio could address the significant market gap of individuals with hearing issues that did not receive treatment - striving as a company to eliminate the impact of hearing loss for all.
WSA partnered with Quadric to strategically define their corporate identity, positioning, portfolio strategy and employee value proposition – in addition to several subsequent positioning & identity projects for each of their product brands.
See also within our WSA case: Widex, Signia, Rexton, AudioService
Solution
Through a repositioning & identity development project, WSA transformed into a unified entity with a clear purpose and an engaging employer brand.
The corporate brand identity featured a new logo and the acronym ‘Wonderful Sound for All’, which together embodied the corporate vision to bridge the gap for underserved markets and eliminate the effect of hearing loss for all.
The established portfolio strategy diversified unique market segments between the individual product brands. This built strategic differentiation for Widex, Signia, Rexton and AudioService and secondary brands, Vibe and Coselgi – and enhanced WSA’s ability to cater for different consumer needs and preferences.
This portfolio strategy also presented an opportunity for WSA to approach new markets and value chain structures, including the shift towards direct-to-consumer (D2C) markets and surging demand for B2B private-label products.
The positioning project not only realized a corporate vision, but also empowered each product brand to champion this mission and play a defined role in achieving it. Through unity and purpose, WSA could revolutionize hearing care worldwide, enabling the possibility of wonderful sound for all.
