From the research highlighting key strengths and weaknesses of the B|Braun brand among doctors, nurses, and hospital administrators.


Although B|Braun had become Europe’s leading supplier of medical products, they were saddled with a confusing array of names and visual identities across Europe.

Working with the CEO and management, Ken led a research team to investigate the company’s image among doctors, nurses and hospital administrators. The team used the results to develop recommendations for the brand, among them a new visual identity that was also applied to sales and marketing material and the 12,000+ SKU packaging system.

Ken worked with B|Braun on subsequent brand-related assignments such as acquisitions and naming over seven years. The relationship with B|Braun is a classic example of a brand management partnership that created greater value for the company and its stakeholders.