To empower the McKesson brand and ensure the brand reflected our internal diversified healthcare strategy, I led the development of our company’s first brand architecture.
This project involved directing a multi-disciplinary and multi-executive steering committee as well as managing a brand study with agency partner Siegel and Gale. The final strategy, which ultimately achieved CEO and multi-BU president alignment, resulted in a defined architecture, a streamlined brand portfolio and a clear methodology for evaluating future brands. This evaluation process includes a multidisciplinary (brand, business, legal, HR, strategy and leadership) workshop led by myself or my team to vet and align on the brand for a new business, resulting in streamlined decision-making and value creation.
Our strategy has proven valuable for better connecting our sub-brands to our masterbrand, further enhancing our reputation as a trusted and valued leader in healthcare.
