Branding Case Study – Gentle Dental
Repositioning a dental brand with a fresh, bold approach.
The Problem
Gentle Dental wanted to break through the “sea of sameness” and lead the dental category with unique brand positioning and an appealing, engaging approach.
With more than 1 million records of current and lapsed customers, the brand wished to enhance these records with 3rd party data and perform segmentation, interviews, and surveys to develop an overall customer profile.
The team sought to understand: What are the trigger moments – aside from lost crowns and toothaches – where we can meet our potential customers and convince them to choose us?
The Program
Program 11 embarked on audience research and segmentation, deploying surveys and conducting interviews, and delivered three current customer segments plus one opportunity persona.
With our customer knowledge, we presented several options that led to their new tagline: “Your Dentist for Life.” From there, we designed commensurate messaging, positioning, and visuals.
To ensure this work fit with Gentle Dental’s internal goals, culture, and relationship with its customers, we leveraged workshops, frequent review sessions, and other joint efforts to ensure the team would embrace the new positioning.
