STADA's recent branding initiative for the Urinal and Walmark Line successfully redefined both brands' positioning in a fast-paced, high-impact workshop. With only 8 hours to align their brand identities, the teams worked through FLO’s strategic branding process, resulting in clear, authentic propositions for both health-focused brands. By crafting unique brand archetypes and a unified communication framework, the initiative set the foundation for targeted marketing strategies and future growth, ensuring that Urinal and the Walmark Line resonate strongly with their audiences.
Aligning Brands with Purpose: STADA’s Journey to a Unified Identity
About STADA
STADA is a leading manufacturer of high-quality medicines and food supplements. With over 125 years of experience in the pharmaceutical industry, STADA is recognised as a reliable and trustworthy partner. Their products help people protect their health, support the proper functioning of the organism and regain a dignified and productive life. Last but not least, their reliable generics and biosimilars ensure access to health.
TASK & CHALLENGE
2 Brands, 2 Positionings, 1 Alignment
Our objective—and the challenge—was to re-align and develop authentic, refreshed brand positioning for Stada's two brands. We needed to differentiate Stada from its competitors while positioning both brands uniquely. With only 8 hours to align both, the task was time-sensitive. The “Urinal” brand supports urinary tract health for acute and long-term needs. At the same time, the Walmark Line offers a wide range of essential vitamins, minerals, herbal extracts, and combinations for daily health support.
“The workshop was engaging, exciting, blended work and fun, strengthening team collaboration and delivering the expected results. Travis's positive attitude and expertise encouraged people to open up, speak up and explore new roots for the brand.”
Silviu Manole, STADA Global Marketing Manager
SOLUTION & EXECUTION
Strategic Branding – The FLO Way!
We began by exploring the brand origin stories for both Urinal and the Walmark Line, as understanding your identity is the key to brand alignment. This process involved defining the unique brand proposition, positioning statement, reasons to believe, and brand benefits.
From there, we developed the complete brand wheel, covering everything from purpose to personality, including vision, mission, values, and brand strengths.
We also focused on creating distinct Brand Archetypes and concluded with a tone of voice exercise, laying the foundation for future communication strategies.
"The interactive workshop facilitated by Travis was the most appreciated part of our two-day meeting. The room was filled with emotions, passion, and engagement, all skillfully streamlined by Travis guiding us with his calm and patient approach to the amazing outcomes. What a beautiful beginning of an exciting journey to make our brand shine again!"
Aleksandra Gajda, STADA Senior International CHC Category Manager
OUTCOMES
A Unified Brand Strategy for Future Growth
The brand workshop delivered several vital outcomes for Urinal and the Walmark Line. It helped define clear brand identities and unique propositions that resonate with their target audiences. Creating the brand wheel ensured consistent alignment across all channels, covering purpose, mission, values, and strengths. Additionally, a tone-of-voice exercise provided a solid communication framework for future messaging. Defining distinct brand archetypes also strengthened each brand’s narrative, allowing for more targeted and effective marketing strategies while setting a strong foundation for future growth.
8
hours of workshops over 2 days
2
brand positions developed
24
participants from 5 markets engaged
"Working with the global marketing teams at Stada was an absolute pleasure. Everyone came together and aligned on a powerful brand positioning. Working on two separate brands simultaneously while guiding both teams toward authentic positioning was undoubtedly challenging. Still, the professionalism of the Stada teams made it all come together perfectly."
Travis O’Neill, FLO Brand Strategy Lead
This project wouldn't be possible without the help of these essential guys:
Travis O’Neill, Brand Strategy lead FLO BX
Ondřej Vataščin, Business Director FLO
Lucie Coufalová, Client Success Manager
Is your brand in need of a refresh?
Whether you're a start-up, an established brand with new ideas, or simply need a brand book, we’re here to help. Travis, our brand strategy lead at FLO BX, brings over 15 years of experience in brand strategy and creative copywriting. Contact us today to explore how we can help drive your brand forward.
