Problem-solving capabilitiesAs a brand that provides seamless and comprehensive services ranging from the detection of hearing loss to the provision of hearing aids, we’ll continue to address the hearing needs of each and every individual.Empathy4Brand logoThis new brand logo represents the ideal state of a brand that offers seamless, comprehensive services related to hearing loss—from detection to solutions. The color pink conveys empathy, understanding the user’s experience and working on their behalf, while blue symbolizes the problem-solving capabilities related to hearing issues. The stylized 'R' symbolizes the transmission of sounds, such as test tones from audiological equipment and sound from hearing aids.The ever-continuing journey of brandingProviding a Wide Range of Solutions Through the New Rionet BrandOta mentions another reason for his decision to proceed with the rebranding project. The relationship to competitors in the market had changed significantly over time. This was also a driving force behind the decision to rebrand.“When Rion first started developing, manufacturing, and selling hearing aids, the majority of hearing aids available in Japan were from the Rionet brand. It was close to a monopoly. But from around the year 2000, numerous hearing aid brands, including foreign brands, started entering the Japanese market, followed by the eruption of fierce competition. In addition, it became possible for users to gather information on a wide variety of brands on their own. As the range of available choices expanded, the competition intensified. These conditions com-pelled Rionet to identify a strategy to clearly differentiate Rionet from other brands. Looking back on Rion’s history, we see that Rion developed a wide range of businesses associated with hear-ing, not just hearing aids. I thought it would make perfect sense to focus on the synergies between hearing aids and audiological equipment and to emphasize that we have the capacity to offer solutions for a wide range of issues and concerns associated with hearing.” The Rionet Circle concept strongly affected how Ota arrived at this way of thinking. This concept involves connecting users of hearing aids, otolaryngologists, and hearing aid retailers via Rion’s digital platform and allowing them to share information to improve the value of hearing aids and enhance end user qual-ity of life through better hearing. The concept was intended to bring more benefits to society than ever before, not just by pro-moting channels of communication among the three parties, but by organically integrating them.“To give an example, this system might make it possible to achieve the most suitable and precise adjustment of a hearing aid for a user based on the accuracy of the hearing test results provided by Rion audiological equipment. Or we might be able to support medical professionals in clinical decision making. Should they recommend surgery for patients to overcome their hearing impairments? Drug therapy? Hearing aids? Audiological equipment help them give patients a wider range of options. The sharing of data obtained from hearing aid users with medical professionals may even lead to the development of new and inno-vative products. In short, integrating these two brands would not only allow Rionet to dramatically expand its range of solutions but also position the company to deliver unprecedented value and services to society.”In 2022, Ota finalized his ideas and began to persuade the management of the need for rebranding. Once the project got started, a thorough survey of the market and customers was implemented. Based on the results, the benefits and drawbacks of the brand integration were examined to gain a consensus within the company.“As you know, audiological equipment was a division that operated for more than 70 years as an entity completely separate from the hearing aid division. Both had their own established ideas and schemes, and both produced good results. It’s inevita-ble for a vertically divided organization that some sort of barrier would rise up. Many within the company voiced opposition to the brand integration. I was convinced if we didn’t start rebranding now, it would become harder and harder to develop businesses associated with hearing in diverse ways in the future. It’s not easy to change the mindsets of the employees involved and generate synergies that would benefit our customers while rebranding is still underway. I hope to achieve major reforms while gaining the understanding of those around me by working steadily towards this goal.”While the ultimate goal of this project still lies ahead, the new Rionet brand has integrated the hearing aid and audiological equipment divisions and is now off to a fresh start. People will start to see the new logo in various contexts.“I think the concept of healthcare has changed over the years. That’s another factor that necessitated this rebranding. In • Empathy refers to the act of closely attending to the experience of each person with regard to their hearing.• Developing products that incorporate the user’s perspective and offering support to encourage continued use.• Comprehensive solutions from detection of hearing loss to hearing aids.• Synergies between hearing aids and audiological equipment.Giving Our All for Your Hearing
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