Rexton
Brand positioning to elevate reliability in hearing care
Situation
Following the merger of Widex and Savantos to become WSA, product-brand Rexton required repositioning to align with the portfolio strategy & effectively differentiate Rexton from other product brands.
As the designated value brand of WSA’s portfolio, Rexton was uniquely positioned to speak to a distinct market segment and need that demanded functionality. Recognizing the delicate nature of hearing devices and the critical importance of reliability, there was a clear market gap that Rexton had strong potential to fill.
To achieve this, Rexton necessitated product development to enhance durability and performance. These efforts included implementing shielding and other measures to ensure product reliability and longevity. Our positioning project then aimed to place Rexton as the owner of reliability within the hearing device market.
See also within our WSA case: WSA, Widex, Signia, AudioService
Situation
In collaboration with WSA leadership, Quadric developed a comprehensive solution to reposition Rexton within the WSA hearing device portfolio. While WSA’s alternate consumer-oriented product brands delivered inspirational positioning, Rexton delivered a very rational positioning: reliability.
The brand identity activated the tagline "Rely on Rexton," which transformed the perception of Rexton hearing aids into dependable tools. The refreshed identity for the Rexton brand applied similar association – drawing inspiration from the classical feel of trade-industry & power tool products.
By targeting individuals with demanding professions most susceptible to hearing loss, Rexton established a powerful connection with this market segment. Embracing the narrative of "Everyday heroes," with characters including teachers, nurses & firefighters, Rexton celebrated the resilience and reliability of its users. This positioning then built an association with Rexton as the trusted product for workers in high-pressure careers to navigate their daily challenges with confidence and clarity.
This positioning was brought to life through the creation of a new brand identity complete with comprehensive brand guidelines, and the development of a brand launch. Additionally, Quadric provided support to WSA's decentralized marketing teams, ensuring seamless alignment and execution of marketing initiatives across various regions and channels.
