Cepheid, part of global life sciences giant Danaher, is a leading molecular diagnostics company that automates complex processes in genetic testing. Its solutions enables faster, easier, and more accurate testing for pathogens and genetic-based diseases.
But as the company grew, ad hoc sub-brands proliferated, particularly in the hardware system line. This disorganization was causing customer—and internal—confusion and making marketing a heavier lift. Cepheid engaged Catchword to develop a naming strategy, architecture, and protocol to ensure consistency, control, and efficiency.
After a deep dive into the Cepheid brand and portfolio, we developed a transparent naming system that links products directly to the master brand—so audiences can intuitively find what they need and so marketing dollars are used more efficiently. Sub-brand names would be retired and replaced with alphanumeric names + descriptive terms tied to function and features. We consolidated the naming function in the corporate marketing department and created and helped deploy the company’s first-ever formal naming policy, complete with tools such as name request forms, naming decision trees, glossary, and examples to simplify and standardize the process.
Brand Architecture
