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  • Catherine Carr

Danaher Strategic Content Development

Updated: May 24, 2019


How we helped a Fortune 500 company elevate purpose, revitalize its web presence, and refocus language after spinning off half of its business portfolio.


Washington, DC

Science and Technology

Focus: B2B

CONTEXT

Danaher, a global science and technology innovator whose portfolio includes high-profile brands such as Pantone, Leica Biosystems, and ChemTreat, had recently spun off its industrial businesses to form a new company, Fortive. Danaher needed an extensive website update to reflect renewed focus on its life sciences, diagnostics, dental, and water quality businesses.

We took the opportunity to elevate the human dimensions of the company's global impact and to showcase the shared purpose championed by CEO Tom Joyce: helping realize life's shared potential. Through a thoughtful mix of strategic reshaping and new content creation, Vitamin C brought Danaher’s brand story to life in a fresh way to complement the website's new look.


VITAMIN C SERVICES

Brand Strategy

Audit of existing brand materials and development of high-level messaging maps to guide web content and communications

Brand Activation

Development of voice/tone guidelines, brand vocabulary, and style sheet; detailed content catalog of existing brand intellectual property to inform site structure and organize content; creation of brand-driven templates for leadership bios and company profiles

Brand Expression

Final delivery of content for website as well as multiple Corporate Social Responsibility reports, annual reports, and miscellaneous brand-driven content projects


MOMENT OF CLARITY

The Danaher website is somewhat unique in that its two key audiences are industry analysts and job-seekers. By clearly articulating the distinct goals and needs of each audience as they related to the overall brand purpose, position, and pillars, we could keep the language cohesive.


CREATIVE INSPIRATION

With a large, diverse portfolio like Danaher's, snippets of story can work together to create a sense of collective scope and impact. We used this "small to large" technique throughout the site to humanize the company and illuminate the many facets of the business, from breakthrough innovations to community giving and insights from the leadership team.

CONTENT CLIP

Here is one example of the "small to large" technique, as we introduce the shared purpose:


HAPPY CLIENT
"Everything went great on Monday. Overall, [the speech was] very impactful. Thanks again for your support. I’m sure you’ll be hearing from me again before too long!" Meghan Britt, Vice President of Corporate Communications, Danaher
COLLABORATORS

Bear Group (website development)

Design Hovie Studios (website design)

#Danaher #B2B #brandpurpose #brandstorytelling #websitecontent #brandvoice

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