Challenge

Despite having discovered and nurtured an alternative to traditional DNA technology, Boston Probes found itself struggling to attain a true identity in Boston - a city considered by many to be the biotech capital of the world. With so many drug discovery companies in the area, it aimed to create and establish a marketing heritage that would allow it to stand apart from the rest.

Solution

Green seized the opportunity and immediately began developing a treatment plan that would allow the emerging company to distinguish itself. The journey began by conducting and deciphering market research data critical to developing a survivable brand. Armed with proven feedback, Green developed a new name, logo and brand for the company now known as Boston Probes.

Armed with its valuable PNA (Peptide Nucleic Acids) technology and a very strong brand, Boston Probes rose above the Beantown noise and established itself as a true leader in the field of genetic technology. The noise was so loud, in fact, that not long after the brand was launched, Boston Probes caught the eye of a big player in biotech which soon acquired the company! Proof yet again that powerful brands can deliver powerful results.