Building A Brand That Resonates

  • NEED

    National Dentex Corporation owns dental labs across the nation and serves over 40K dentists.

    In an effort to find high impact areas for business growth they turned to Dialog for guidance on a brand launch for their new line of Zirconia dental crowns.


    Dialog conducted upfront research to develop a strategic approach and support materials for a brand launch rollout across all labs.

    Key actions toward business goals:

    • Interviewing key internal stakeholders
    • Extensive research on a competitive landscape to arrive at ideal positioning and pricing
    • Brand name and logo development
    • Rollout support including a robust set of brand guidelines and a usage training plan and support materials
  • NEED

    Dialog developed a unique brand name, a distinctive logo as well as a positioning and pricing strategy.

    To help ensure consistent and effective post-launch brand adoptions, Dialog also provided detailed brand usage guidelines for all the labs. The guidelines were supplemented with sales, non-sales, and executive training materials.

    The result was a distinctive new brand and a best-practice rollout process that could be used for additional launches.

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