Staying #1 in Hearing Aids

Positioning the #1 hearing aid brand for future success in a new, rapidly evolving OTC hearing aid market.

Challenge:
Lexie Hearing, the nation's #1 OTC hearing aid brand, wanted to secure its position as a first-to-market entrant in the new OTC hearing aid market by clearly differentiating itself from the competition. They asked Compass to help them build a unique brand story that is more distinct, memorable, and relatable.
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Actions:
• Conducted competitive assessment to understand competitive positioning, and identity opportunities for Lexie to stand out.
• Uncovered, developed, and consumer tested new positioning directions to make Lexie more unique and differentiated, with strong emotional connection, in an increasingly competitive category.
• Created compelling new Lexie brand strategy based on new positioning, including the use of new, stronger claims.
• Brand created strong omnichannel campaign based on new positioning that is driving results for the business.