BARCO: BRAND POSITIONING
BRAND MATRIX GREY’S ANATOMY by Barco
BARCO ONE | B1
SKECHERS by Barco
Made To Elevate
Made To Endure
Made To Embrace
OBJECTIVES ● Develop consumer-centric messaging and tone to expand existing positioning language for the Parent brand and the primary sub-brands ● Differentiate by avoiding tropes -- overused words that have become standard across the industry ● Lean into fashion-forward and company legacy as main benefits ● Weave in “Made to Matter” language in a substantive way ● Develop evergreen “brand lyrics” that provide a jumping-off point for other stories and campaigns
GUIDING PRINCIPLES ● This positioning won’t replace the “Made to Matter” tagline. It’s meant to substantiate it. ● This is the storytelling component of the brand, meant to differentiate at a high level; It doesn’t include features and details that would appear on “down funnel” touch points Like product detail pages. ● The sub-brands should all sound distinct from one another, while Lexus, Toyota, and Subaru all might share similar features; each conveys a different lifestyle in its branding. ● To resonate with customers, messaging should position them as the hero of the story. ● Messaging should be meaningful, not just catchy. Each word should “matter.”
LONG POSITIONING When you spend most of your days in scrubs, you deserve nothing but the best: the best fit, fabric and function that makes you look and feel like the VIP you are. That was our philosophy when we designed the first fashion-forward uniform, revolutionizing health wear almost a century ago. Every Barco garment holds to the standard we set back then, with craftsmanship, style, and durability that’s more custom than cookie-cutter. Our in-house designers fit every garment on live models multiple times, until each one is perfected. It’s a difference you can feel in every stitch, pocket, snap, zipper, and waist band. It’s the unexpected details and the heart behind our designs. Because fashion, fabric, fit, and function matter to you, everything we make is made to matter.
SHORTER POSITIONING Healthcare workers are cut from a different cloth. So are we. Since designing the original fashionforward health wear almost a century ago, our uniforms have been anything but. More custom than cookie-cutter, each garment is made with the same craftsmanship and durability that made the initial designs so iconic — with a level of care that’s worthy of the healthcare workers who care for us. Because fashion, fabric, fit, and function matter to you, everything we make is made to matter.
SHORTEST POSITIONING Revolutionizing healthcare apparel for almost a century. Home of Grey’s Anatomy by Barco, Skechers by Barco, and Barco ONE brands. Because fashion, fabric, fit, and function matter to you, everything we make is made to matter.
DEFINING BRAND IDENTITIES All Barco brands have fashion, fit, function & fabric attributes. The overarching theme for all of them is FASHION. For the purpose of giving each brand its own identity we will define the other three attributes (fit, fabric, function), differently per brand to help with the storytelling when crafting campaigns.
PARTNERSHIP: NURSES INSPIRING NURSES “Welcome to the most supportive nursing community on the planet! We’re here to inspire you, lift you up, and help you shine brighter”. SPONSORSHIPS: Notes For A New Nurse Coffee Talks: Virtual/In-Person A link from our website to theirs?
BARCO ONE | B1
MADE TO ENDURE When your job is a marathon, you need your uniform to go the distance. Barco ONE scrubs are made from our athletic-inspired, sustainable fabric that just won’t quit. It’s stretchy and breathable like your favourite athleisure wear, with technology that keeps wrinkles, static, and pet hair away. Mix, match, and layer these separates for an effortless look and all-day performance. FIT: sport-inspired silhouettes and technical touches FABRIC: sustainable and innovative high-tech health wear FUNCTION: performs under pressure | long lasting
SKECHERS By Barco
MADE TO EMBRACE
Bold, vibrant, and comfy as a warm hug, Skechers by Barco scrubs bring a bright spot to the workplace— just like you! With great-feeling, eco-friendly fabric, they’re the perfect way to show yourself and the earth some scrub love. FIT: simple and easy silhouettes FABRIC: eco-friendly, vibrant color palette and playful prints FUNCTION: maximum comfort technology | long lasting
GREY’S ANATOMY by Barco
MADE TO ELEVATE Your work isn’t always glamorous, but that doesn’t mean you can’t look put together. With premium fabrics, tailored fits, and unique designer details, Grey’s Anatomy by Barco is the go-to brand for polished healthcare professionals. FIT: tailored touches and designer details FABRIC: specialty blends and novelty yarns FUNCTION: performance properties including 4-way stretch