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 Owen joined Venari Partners in 2019. An expert in recruitment for digital health, he has been a trusted partner to many emerging and high-growth healthtech companies across the US and Europe. This spans SaaS, digital therapeutics, AI, virtual care, data (RWE), and healthcare IT, which he uses to help companies build high-performing leadership teams in strategy, BD, operations, and commercial roles. Cristian is well placed to advise on US GTM expansion for European healthtech companies, C-suite, VP-, and director-level recruitment, board appointments, and succession planning. He also provides specialised solutions including interim solutions, market mapping, compensation benchmarking, and leadership and organisational assessments. 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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