Qualitative research · Messaging strategy and development · Commercialization · Product launch
CASE STUDY
PacBio
Game, Changed: The Strategy Behind PacBio’s Growth Transformation
Primary research and audience insights • Brand, positioning and messaging strategy & developing the brand story • Core and extended brand identity • Brand style guide • Brand declaration video • Instrument naming & positioning • Product launch campaign creative & plan • Product launch videos • Experience design and strategy • Event management and production with partner
CASE STUDY
PacBio
Game, Changed: The Strategy Behind PacBio’s Growth Transformation
Primary research and audience insights • Brand, positioning and messaging strategy & developing the brand story • Core and extended brand identity • Brand style guide • Brand declaration video • Instrument naming & positioning • Product launch campaign creative & plan • Product launch videos • Experience design and strategy • Event management and production with partner
“This is the most important thing I need to do as CEO. My job is to push the team beyond our comfort zone so we can redefine who we are and, more importantly, how we connect with our customers”
This is what Christian Henry, the CEO of PacBio, said to us during our initial meeting where we were asked to develop a new brand and marketing strategy for PacBio.
PacBio had attempted to convert the genomics community to use its highly accurate DNA sequencing technology. With this strategy, it had captured less than 2% of the total market share.
PacBio’s new CEO knew they needed a new strategy, instead of the industry norm of marketing their product’s features and benefits.
CHALLENGE
A re-founding
PacBio’s brand was tired and worn out. And practically everyone in genomics knew about PacBio, but ignored them. Nothing the company said was changing the audience.
PacBio didn’t need a refresh. The company needed a re-founding of sorts. And they needed to make a new promise to the world.
To guide PacBio’s brand promise, we needed a key, actionable insight about the psychology of the genomics community; an insight that they didn’t have.
“A few years ago we looked at PacBio when we were considering expanding core capabilities, but for a bunch of reasons we decided the SEQUEL II wasn’t for us.”
INSIGHT
Scientific progress depends on challenging the status quo
At LINUS, our brand strategy relies on finding human heuristics that will enable our client to make a deep, personal, and resonant connection with a brand’s community.
In our in-depth interviews, we learned that a growing number of the genomics community believes that pioneering the next era of science, they need to push beyond norms, question convention and reject the status quo.
This can be seen as an act of rebelliousness, and many times these pioneers feel alone in their quest. What if a company was so customer-obsessed that they became co-conspirators in challenging the status quo? Would that spark an entire movement?
With this powerful insight, we knew how to position the new PacBio to lead the next era in genomics.
STRATEGY
Breaking old orthodoxies
PacBio had always seen itself as a premium brand, offering ultra-premium technology to the world. This mindset had become an orthodoxy. Often, we had heard references to luxury auto brands such as Rolls Royce.
While it was true that PacBio’s products invoked such hyper-performance as luxury cars, but would an ultra-premium brand feel inclusive and enable PacBio to create a community, and did it speak to the sense of rebelliousness to challenge the status quo?
This is where the new executive team at PacBio truly revealed its experience. Realizing that the idea of an ultra-premium brand was more about the collective ego of the old PacBio, they vowed that the company’s success would hinge not just on technology, but on enabling the success of their customers.
The strategy for PacBio’s new brand was declared in the following 3 statements:
01/
Sophisticated
In everything we do, we strive to enable our customers with the most sophisticated and highest fidelity products, services, support, and care.
02/
Passionate
We share the same relentless passion with those who seek to pioneer our biological future, because we honor every life, the health and well-being of every human and the precious resources in our planet. Our customers’ and partners’ success is our highest praise and achievement.
03/
Challenger
Like the customers and partners we serve, we constantly challenge the status quo, push boundaries, and go further, because our customers and humankind deserve nothing less than the absolute best with every endeavor.
The new PacBio brand needed to be approachable, to embrace the customer, and to bring collective voice for challenging the status quo. With this beautiful brief, the creative team embraced the journey to realize the new PacBio brand and create a new platform for re-founding the company.
MANIFESTING THE NEW BRAND
Breaking the old norms of branding to create a movement
Company logos have long been monolithic symbols, a portrayal of the company, and manifesting in a static world. Today’s brands, however, need to live in a dynamic, multisensory environment. They need to be dynamic with movement, texture and sound.
Our creative team asked a key question: What if PacBio’s brand was so oriented toward the customer that it portrayed the customer themselves into its very essence: its logo?
Ultimately the value of a brand can be measured in its ability to inspire action within its intended audiences. The new PacBio brand needed to invoke a simple, powerful message to the Genomics community: Let’s celebrate together.
After several rounds of exploration, the new PacBio brand was born:
The solid, dynamic “O” in the new logomark serves as a window into the amazing science that PacBio’s customers and community achieve.
The brilliant magenta and supporting color palate invokes a deep sense of celebration.
The brand tone provides a warm, inviting impression and a feeling of joining.
PRODUCT LAUNCHES
Changing the game by rejecting the limitations of today’s sequencing technology
In a well-engineered brand ecosystem, each action from a company is an opportunity for audiences to experience the brand promise. Launching new products is the epicenter of such experiences.
With two amazing new products to introduce at the ASHG 2022 conference, this was PacBio’s true moment of delivering a new experience to the genomics community and to the world.
Using the brand strategy as a guide, the instruments incorporated the clean, modern industrial design that beautifully showcased and reflected the new brand, and the executive team even embraced a naming strategy for its products that were evocative, instead of its legacy naming convention.
Employing the new brand’s intimate tone and language, the Revio and Onso systems were introduced to the world:
By orchestrating the most memorable event ever to be held in Genomics, PacBio’s executive team delivered on its brand promise: that the new PacBio was dedicated to celebrating science for the future or our health and the health of our planet through best-in-class products and an undying dedication to being the best partner to the industry.
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“When we know the story that will resonate with an audience as the brand strategy, we focus all of our ideas in creating experiences that make the audience feel that story over and over again.”
RESULTS
Game, really changed.
Between a rebrand that moved the entire industry forward and a suite of sequencing systems that spanned scientists and researchers’ needs, PacBio continues to prove its commitment to align its passion to the pursuit of its customers and ultimately enabling the promise of genomics to better human health.
$200M
PacBio raised an additional $200M through a stock offering.
13 million
PacBio’s new brand was able to enjoy over 13 million impressions within a week of the event, outstripping any other commercial effort in October, 2022.
76 orders
PacBio reported an impressive number of orders for its flagship instrument, Revio, with a headline of 76 Revio Orders in 76 days, delivering an 11x Return on Investment for the launch campaign in over 2 months alone.
38% rise
By Q1 of 2023, PacBio saw a 38% rise and was upgraded by analysts.