Relaunching an industry leader

Myriad Genetics

Having discovered the BRCA genes 30 years ago, Myriad Genetics found itself at a crossroads. Past reputational issues and new competition had led to the appointment of a new CEO and CMO to lead a turnaround.

Challenge

The new executives called on Edelman Delta to help them develop a new brand for Myriad Genetics, one that would galvanise and bring together their various product groups, which had been loosely assembled through acquisition.

Approach

Working alongside the wider transformation team, we helped Myriad Genetics define a new leadership role in the market and built a new brand strategy and identity to support it.

We continue to help Myriad Genetics bring this new brand to life through product naming and development, marketing and communications campaigns as well as refreshed sales material.

Outcome

Six months after launch, Myriad Genetics were seeing dramatic results.

2 x

Increase in positive sentiment
& growth rate of followers

330%

Positive sentiment up YOY

140%

Rise in share price
Outperforming all peers