The first thing we had to do was to steer clear from the association with Dante Alighieri, while highlighting that the company’s focus is dental care. It is essential since there exist several dental clinics whose logos have nothing to do with dental care.
Positioning was another major task of the first stage. The first USP we crafted was the following: quality dental care doesn’t need to be an expensive rip-off. What we did was democratizing dental care and making it closer to our target audience — intellectuals aged 20-40.
1) We started communicating with patients as if they were our friends.
2) We democratized the brand itself: D.Ante’s doctors were the first one in the industry to wear jeans and T-shirts (which does not contradict the health and safety regulations).