CSO Chris Wasden's Tips for Successful Rebranding at Twill
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How do yourebranda popular app to reflect your company’s wider vision, while staying loyal to your customers and what brought you success in the first instance?
10 years on from its humble D2C origins,TwillCSOChris Wasdenadmits that the healthcare appHappifyhad become ‘a problem’. From providing wellness products, Happify had moved into areas as diverse asdigital therapeutics, coaching, andvirtual therapy, making it harder to consolidate these various facets in one brand identity.
‘We needed to have a package for our company, a brand […] that really represented more of what we had become’, Chris notes – while maintaining the flexibility to also encompass all that the company was becoming. As such, Happify remains a recognisable and popular wellness app, ‘but it’s just one of the many products’ under the umbrella of new brand, Twill.
Twill is split into Twill Care – ‘for the community, patient journey management’ – while wellness products fall under Twill Therapeutics. ‘It’s simplified the branding and naming of where other products fit as well’, Chris says. However, the strategy across the company’s different arms remains the same. Chris calls it ‘precision care’: ‘Delivering the right therapy, to the right person, at the right time, in the way that they want it.’ This is delivered in bespoke arrangements of digital products and services called ‘sequences’.
Chris sees Twill doubling down on additional therapeutic areas over the next five years. The company is unusual in its sector for its breadth of customer bases, in addition to its focus on customer engagement. This differentiated approach is serving Twill well so far – and long may it continue!
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Cristian joined Venari Partners in 2019 and is a core member of the Life Sciences & Healthcare practice. He is hugely passionate about the Digital Health space, and the partner of choice to many emerging and high-growth HealthTech companies across the US & Europe. With over 6 years of experience headhunting global leaders within the Digital Health industry, Cristian helps organisations identify, attract, and retain the best Strategy, Business Development, Operations and Commercial talent around the world. Typical growth scenarios he supports include: - US GTM Expansion for European HealthTech companies - Commercial buildout, due to successful fundraising or product launch (US or EU) - CEO selection to replace a Founder who is looking to transition into a CTO/NED role. - Board level appointments Chairman, non-executive advisory etc. Retained executive recruitment is a core discipline, but the team is also equipped to provide expert Diversity, Equity, and Inclusion (DEI) mapping solutions, Interim & Consulting solutions, Board Advisory, Market Mapping, Compensation Benchmarking, and Leadership & Organisational Assessment. Outside of Venari Partners, as a former chef, he has a tremendous passion for food and loves to experiment with cooking and eating as many different cuisines as possible.
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