Q: How do you launch a new division when you’re divided into too many sub-brands?

A: You streamline them under one roof.

Situation + In the Carolinas, Kerr Drug has great brand recognition as the “community drugstore.” Yet their newly developed health care services division was overwhelmed by a list of brands – Kerr Specialty Pharmacies, Kerr Drug Health Solutions, Kerr Health Care Services. And it would have hindered the progress of the launch into the marketplace.

Insight + We discovered their multiple brands produced overlap of duties, confusion of responsibilities and disorganized brand management. Our experience has taught us that without the resources, each brand gets diluted and flounders. That begets confusion and that begets trouble.

Solution + Before we could move forward with Kerr, we found their sweet spot was streamlining their brand architecture. We organized all of their health care service divisions under one brand, Kerr Health. That enabled us to simplify their message, which translated in their logo refinement, new website and collateral materials.