In 1904 Hans Demant bought a hearing aid for his hearing impaired wife Camilla and thus laid the foundation for what would first be known as Oticon. Over the years the company grew and evolved into a world leading hearing healthcare group, William Demant Holding, with activities in hearing devices, hearing implants, diagnostics and intelligent audio solutions.
In 2017 the company decided to embark on a journey to define a more coherent and proactive profile for the group that would help connect its subsidiaries, shared services and operations – and reflect the unique story of this foundation-owned company.
Caliber supported William Demant over the 10-month process with strategic advice and stakeholder insights that informed decisions in Brand Strategy, Brand Architecture, Naming and Visual Identity. The company changed its name to Demant, and launched its new brand strategy, architecture and visual identity in February 2019.
With more than 14,000 staff in more than 30 countries, and as the parent company behind some of the strongest brands in the hearing healthcare field – Demant is making life-changing differences to countless people around the world. The corporate brand now has a strong and clear platform to support the company as it continues to build internal pride, lead the sector and shape a better future for people with hearing difficulties.
Caliber’s assistance – particularly working with the brand strategy, architecture and testing it all – was an important part of getting ready to launch a strategy and a concept that actually holds water! Their opinions and direct contribution have been extremely valuable and have prepared us for the successful launch of the Demant brand.
Vice President, Corporate Communication & Relations