Validant Brand

Architecture Recommendation

July 9, 2018
Agenda
• Purpose
• Background
• Value Proposition
• Brand Architecture Recommendation
• Rollout Strategy
• Appendix
o Brand Architecture Benchmarks
Purpose
• To recommend a brand architecture that supports immediate selling and long-term growth
for the business.
Background
• Validant has an excellent reputation in the life sciences category; specifically known for
expertise, experience and talent in “quality and regulatory compliance”.
• The company has two main product offerings: consulting and staffing.
o The key difference between the two product lines is based on who manages the work. Consulting
engagements are managed by Validant, while staffing engagements are managed by the client.
o Staffing tends to be much more price-driven than consulting, and that price differential puts
additional downward pricing pressure on consulting engagements.
o The product lines are both key to delivering on the value proposition and appeal to many of the
same buyers and influencers within their target customer organizations.
• Key targets for brand messaging include: customers, prospects, partners, employees and
independent consultants.
• Validant management sees opportunity to gain additional market share by pursuing growth
with both offerings.
Key Questions to Answer
• What is the most effective brand architecture for Validant?
o branded house vs. house of brands
• How should the two offerings be represented to key targets?
o positioning
o branding
o messaging
o campaigns
• How can Validant leverage its brand architecture to drive the purchase funnel?
o awareness=>opinion=>consideration=>intent
Brand Architecture Spectrum

Hybrid

House of Brands Branded House

(several brands) (one dominant brand)

Reinforce a global, unified mindset

Maximize synergies across business units

Build brand equity in master brand

Target discrete markets or customer segments

Build equity in multiple brands

Competitive Value Propositions
We are committed to bringing clients the best in creative problem solving, enabling healthcare companies to innovate with
confidence, maximize opportunities, and ultimately drive human health forward.

PAREXEL strives to be the premier provider to the biopharmaceutical and medical device industries for the development and
commercialization of new medical therapies worldwide.

Treximo is a cutting-edge global consulting and solutions provider focusing only on today’s most pressing business needs in the
Life Sciences industry. With specialty service offerings across the core four areas of Quality, Regulatory, Technology and
Consulting, Treximo provides the thought leadership to help find your organization’s roadmap to success.

Maetrics is dedicated to guiding life sciences companies through the challenges related to quality, regulatory, and compliance.
Our comprehensive services allow clients to reach new efficiencies as well as business goals.

We go deep to unlock insight and have the courage to act. We bring the right people together to challenge established thinking
and drive transformation. We work with our clients to build the capabilities that enable organizations to achieve sustainable
advantage. We are shaping the future.

We work with top executives to help them make better decisions, convert those decisions to actions and deliver the sustainable
success they desire. For more than 40 years, we've been passionate about achieving better results for our clients—results that go
beyond financial and are uniquely tailored, pragmatic, holistic and enduring.

Key observation: Competitive value props ladder up to benefits that

transcend products and services.
Validant Value Proposition Guidance
During our workshop we developed the following value proposition for Validant as the basis
for brand architecture:

“For companies who operate in regulated industries (life sciences),

only Validant provides end-to-end quality and regulatory compliance
solutions, offering highly experienced professionals, responsive client
service, and on-demand staffing and managed solutions, so you can
be confident your products are compliant and your business is safe.”
Recommended Brand Architecture
Validant
Validant

NewCo
Validant Validant Validant Validant Validant NewCo
Consulting
Consulting Staffing TBD Staffing Staffing Consulting
(A Validant Co.)

Branded House Hybrid w/Endorsement House of Brands

• Branded House strategy is recommended:

o Creates an expansive platform for today and into the future
o Leverages Validant brand strength for both offerings
o Clarifies the value proposition of each offering
o Fast-to-market, easy-to-implement and cost-efficient
• Issues:
o Branding/naming approach and messaging for offerings
o Implications for go-to-market (sales and marketing) strategy
o Implications for recruiting and retention of IC’s
Group Name Options

Master Brand:

Validant Professional Staffing Validant Consulting

Validant Professional Resources
Validant Compliance On-Demand
Group Brand:
Validant Talent Group
Validant Team
Validant Capacity
Validant Managed Services
Validant Compliance Solutions
Validant Compliance Group
Validant Advisors
Validant Focus

• Brands for solutions and individual offerings can be created beneath each of the group brands
• Undifferentiated offerings, capabilities and technologies are unbranded.
Rollout Strategy
• First, get your brand right:
o Vision, mission, personas, value proposition
o Elevator pitch
o Messaging for consulting and staffing
• Core assets
o The “brand idea”
o Website
o Brand video
o Collateral
o Etc.
• Key targets in this order:
o Internal launch presentation
o IC launch
o Partners and ecosystem communication
o Customer communication
o Prospects: awareness and purchase funnel development
campaigns
Thank You
Brand Architecture Benchmark: Competition Overview

Tunnell Consulting
Tunnell
Consulting

Tunnell
Turesol Staffing Tunnell Life
Government
Solutions Sciences
Services

• “Turesol has the speed and cost of a staffing agency combined with the expertise of Tunnell.”
• A hybrid brand architecture leaning towards branded house, perhaps a legacy construct based on a past
acquisition or merger.
• Turesol operates as a business unit, reporting to Tunnell CEO.
• Turesol staff seem to operate seamlessly between consulting and staffing functions.
Brand Architecture Benchmark: Competition Overview

Planet

Planet Group
(Parent Company)

PFES Planet Planet

Planet Pharma R121 Treximo
(Pharma Staffing)
(Engineering and Healthcare Interactive (IT Staffing) (Pharma Staffing)
Technical Staffing) (Healthcare Staffing) (Creative Staffing)

• Planet uses a hybrid branded house model, though it is likely the result of inaction vs. a deliberate
strategy. Planet brands do not compete against each other.
• There is inconsistent branding throughout their messaging (Planet/Planet Pharma, PFES/Planet Forward).
• The Planet Group is building capabilities in multiple verticals through acquisition.
• Consistent with Planet’s approach to all their vertical brands, Treximo shares the same management team.
Brand Architecture Benchmark: Competition Overview

Robert Half “Protiviti also enjoys a key differentiator: It can combine its highly regarded expertise
and technologies with the considerable strengths of Robert Half’s traditional staffing
operations to provide managed services solutions to the clients of the enterprise.
Blending the capabilities of both businesses enables us to provide Big Four-quality
consulting services at competitive prices. “ -Robert Half Annual Report, 2017

Robert
Protiviti
Half
Robert Half Robert Half
Finance & Management Robert Half The Creative Robert Half Robert Half
Accountemps Office Team Technology Group Legal Executive Search
Accounting Resources

• Robert Half uses a hybrid model, a branded house with exceptions.

• All staffing brands fall under Robert Half, with Accountemps and the The Creative Group operating as
endorsed brands (“A Robert Half Company”) due to brand equity within their categories.
• Protiviti operates as a standalone brand and does not leverage its corporate relationship with Robert Half.
Observations On Benchmarks
• Branded house approach, with exceptions, is most prevalent.
• Lack of consistent strategy. Brand portfolios built through acquisition over time and
maintained for internal, vs. customer-driven rational.
• Separation of “consulting” and “staffing” in branding. IN most cases, reasons for separation
are unclear beyond legacy branding.
o Do customers value Tunnell or Protiviti less if they know the relationships to Turesol and Robert
Half?
• Brand proliferation creates complex organizations and may result in customer confusion
and higher costs.