For more than 30 years, Oticon had used ‘People first’ to communicate externally. This centred the core of the brand on human values, but the market had changed radically, and research highlighted new needs to address. Technology had become the key to unlocking Oticon’s future and the company’s significant potential. Theirs was not just technology for the sake of it, but technology that truly makes a difference to people’s lives. But how could this transformation best be done, and what would be the optimal re-positioning strategy? The answers were found in a comprehensive brand evaluation process, where Kunde & Co guided Oticon through hypotheses, prototyping and testing to understand how the brand was perceived and to get insights to set a direction for the future.