Associated Regional & University Pathologists
| Client Need: Associated Regional & University Pathologists, Inc. (ARUP) is a leading diagnostic testing and reference lab that competes with national giants Quest Diagnostics and a host of regional service providers. ARUP had a simple request of BrandWerks: develop a tag line. |
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| Solution: We think of a tag line as strategic brand communication. We started by interviewing ARUP's customers. Then, through our BrandLaddering™ tool, we identified a smart positioning strategy for ARUP, reinforcing its unique brand strengths of trust, objectivity and partnership. Having done our strategic homework first, we brainstormed, then trademark-searched the final ideas. More work than needed? Yes, but needed. |