Brand Development and Launch Case Study

This case study outlines the collaboration between Tarkenton and Veritas Healthcare Management, which aimed to develop a new brand identity and marketing ecosystem for the company. After validating their minimally viable product, Veritas sought to ensure that their branding accurately represented their mission and values while preparing for a broader market launch. The process involved multiple phases, beginning with research and strategy to understand Veritas's business model and create a Customer Journey Map. This was followed by defining the business category and developing a new brand name, 'Curally,' which reflects the company's focus on nurse-led care coaching. The final phases included creating marketing assets such as a website, whitepapers, a marketing video, and social media strategies. The successful launch of the Curally brand reengaged existing clients and positioned the company for future growth in new markets, demonstrating the effectiveness of Tarkenton's approach.