Barnev envisioned a bold new approach to monitoring the labor and delivery process. Barnev’s flagship product, BIRTHTRACK, employed the use of GPS technology in its continuous labor monitoring system. The challenges were many for the young start-up, including the need to develop both a business plan for investors and a three-year marketing plan in record time. Several brand strategy and positioning workshops resulted in a strong foundation on both fronts. BrandFocus then authored the BirthTrack name over the client’s CLM System.

An 8-page brochure anchored initial marketing efforts. And an innovative “room drop” at a prominent medical trade show garnered considerable attention and booth traffic. All signals pointed in the direction of future success. Barnev’s concerted efforts to secure the sustaining venture capital necessary to reach clinical trial, however, fell short. As Barnev prepared to close their doors, it was of small consolation to learn that BrandFocus had earned its third ReBrand 100^® Global Award for strategic and creative rebranding efforts.