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Case: Cardinal Health 2003
2003 1994 Bob Walter had founded Cardinal Distribution, a food wholesaler, in 1971; but it grew faster in drug and medical supplies distribution and in 1994, Walter changed the name to Cardinal Health. Then in the next ten years, Cardinal Health made some forty acquisitions (including such equities as R.P. Scherer, Pyxis and Allegiance). But Bob Walter was frustrated - the brand wasn't getting credit for the scale and expertise these acquisitions added. Today the company has 50,000 employees in 22 countries and is "the largest provider of health care products and services in the world." But to reach the next level, and benefit from synergies, employees would need to learn to collaborate and to cross-sell. Clearly, it was time to rebrand. CREDITS Design by Enterprise IG, directed by Scott Lehrman CASE INFO Submitted by: Tony Spaeth, 30/11/2006 |
MATRIX DATA
DRIVERS | TOOLS | ||
Strategic driver: 100% | |||
Broaden scope/scale/visibility Enhance size perception | 25% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Enhance pride & confidence | 15% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Verbal elements: Tag lines | ||
x | Change event : High visibility: Campaign | ||
Change internal culture Transfer affiliation from unit to parent | 20% | x | Identity system elements: Verbal elements: Principal unit names or competence list |
x | Identity system elements: Verbal elements: Tag lines | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Situation facts: Subcorporate facts: Defining units | ||
x | Change event : High visibility: Campaign | ||
Change expressed personality Renew/refresh public image | 20% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
x | Change event : High visibility: Campaign | ||
Change perceived composition Modify parental 'umbrella' presence | 20% | x | Identity system elements: Verbal elements: Tag lines |
x | Identity system elements: Unit signature system: Monolithic | ||