Vyway Market & Brand Strategy

Cantel Medical had acquired several companies and was leveraging different parent names depending on geographical location and business division. In the U.S., Medivators (the Medical Division of Cantel Medical) had extremely strong brand recognition whereas in International markets, the parent name (Cantel Medical) had been successfully launched. Additionally, while Cantel had a defined Mission, Purpose and Values, there was a need for a brand development plan and narrative for the Medical Division. This needed to be developed using customer insights and was needed to develop consistent messaging around our brand promise for the commercial channels. Internally, there was a desire to re-build the history of the company, given that Medivators had an interesting history of “firsts” and is approaching it’s 50th anniversary. Working under the guidance of Vyway, we identified and gathered individuals with various backgrounds and tenure throughout the global organization to participate in the Vyway-facilitated Vision - Vantage - Voice process. We reviewed previous brand work and collected and debated the teams’ input and insights regarding what’s true today and what we envisioned for the future. This was important work given that Cantel Medical was in the process of being acquired. Ultimately, the Vyway framework proved to deliver the depth and breadth of clarity we needed. It will simplify and accelerate our integration work and it guided us to quickly find congruence in our distinct, yet allied brand strategies - strategies that will drive our decision making for years to come. Vyway stayed on budget and kept to an extremely tight timeline. I was impressed with their in-depth study of our company, their comprehensive approach, their on-point deliverables, and their exceptional professionalism.
Oct 14th, 2021

Anne’s dedication to the industry and her reputation in the business community is exemplary. Anne is fully connected to her professional network all of whom respect her talent. So when we need brochures or photography, she has a wealth of professionals at her fingertips. We are honored to work with Vyway and delighted to know Anne Berg.
Jun 28th, 2021

A year ago, we embarked on a journey to rebrand our company to reflect our commitment to pediatric, critical care, and chronic heart failure patients. We chose to work with Anne at Vyway because of her strong reputation as a brand strategist with decades of experience in both brand naming and brand strategy. Her comprehensive approach to developing a brand platform that reflected our company vision, vantage, and voice helped bring clarity to the attributes our name needed to encompass. We are excited with the name we selected and the future of the brand. In addition to her wealth of experience, Anne is very engaging, dynamic, and easy to work with. Her attention to detail and quality results will ensure your satisfaction. Thanks for your great partnership, Anne! William Colón Vice President, Sales & Marketing Nuwellis, Inc.
Apr 26th, 2021

We recently hired Vyway — after a comprehensive search of brand strategy consultants — to help guide us through both renaming our master brand and defining our new brand strategy. Anne Berg guided our entire leadership team through her Vision Vantage Voice methodology, which resulted in a clear and compelling platform of mission, vision, values content, along with competitive positioning and messaging work. Her process works very well. Anne is a good listener, a patient facilitator, and an effective leader, with an uncanny ability to draw insights from our group that define what we are really all about. We are thrilled with the work and have high praise for Anne and her team. We hope to have the opportunity to work with Vyway again in the future.
Apr 1st, 2021

Anne has been an active member of the Board of Directors at Firefly Sisterhood for the past three years. She commits herself fully to volunteer experiences and has shared her talents and expertise with the FFS board as we've worked through a number of strategic priorities and communication initiatives. Her clarity in message and style is refreshing and has served the FFS organization very well. Anne's influence has been multi-faceted; she's recruited additional board members, facilitated strategic planning sessions, assisted the FFS board in connecting with professional fundraisers, written a number of targeted and highly effective documents to support the organization's purpose and outreach efforts, and has generously donated her time along with assuring that other donors and volunteers are thanked and acknowledged for their commitments to FFS. Her passion for our non-profit organization is infectious. FFS has valued her contributions and looks forward to her continued service.
Oct 26th, 2020