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International pharmaceutical wholesaler and retailer, The PHOENIX Group, re-brands with the help of Guerilla Communications

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By The Drum Team, Editorial

August 6, 2012 | 2 min read

The PHOENIX Group, which supplies around 70,000 pharmacies, doctors and hospitals across Europe has re-branded as BENU with the help of Guerilla Communications. The pharmaceutical wholesaler and retailer appointed North-East England-based Guerilla Communications following a competitive pitch against five other short-listed branding agencies across Europe.

Dr Max Schwesig, Head of Corporate Retail at PHOENIX, commented: “We were looking for an agency that focuses on speed, creativity and result orientation, like us.”

The brief provided to Guerilla was to create an umbrella brand name and identity for the company which has an annual turnover of around 21 billion Euros, and trades in seven countries. Managing director at Guerilla, James Allen explained that with the “scale and complexity of the challenge, the team had to develop the name, identity, trademark searches and linguistic checks all at the same time.

He added: “Over a gruelling three-month period, the team generated over 1,000 potential names that were then checked against linguistic barriers, cultural nuances and local trademarking registration clashes.”

Eventually the name BENU was chosen, the rationale behind the naming strategy both came from, and linked to, the existing PHEONIX Group brand. Research carried out during the naming process revealed there was a mythical bird called Benu, which had much in common with the more familiar Phoenix. Like the Phoenix, Benu is a bird of the sun and a symbol of life, energy, rebirth, renewal and regeneration, and was considered to be the perfect combination for a strong healthcare brand.

Once the name was chosen Guerilla worked closed with the pharmaceutical company to re-brand, develop a new corporate identity, and define and communicate the brand’s values and personality across the wholesaler and retailers seven countries.

With the new brand identity now rolling out Guerilla continues to work with BENU developing the brand across all media channels and further ranges of private label packaging. Guerilla is currently working on creating a new retail environment to further leverage the look and feel of the brand.

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