New look symbolizes internal restructuring
Three of the five professional consumables brands within the KaVo Kerr Group—Kerr, Kerr TotalCare, and Axis|SybronEndo—have reorganized into a unilateral organization. As a display of this internal shift, the companies have engaged in a rebranding effort, resulting in four core identities: Kerr Restoratives, Kerr Endodontics, Kerr Rotary, and Kerr TotalCare.
Crafted as a response to customers who are looking to “consume” products from manufacturers in an easier, more efficient way, this reorganization and rebranding seeks to balance the value of not only what is offered, but how it is offered.
“It is that combination that will demonstrate to our customers that Kerr has aggregated its brands to not only be more operationally efficient, but more powerfully and more distinctively positioned for the benefit of the dental professional,” said Damien McDonald, the president of the Professional Consumables group within the KaVo Kerr Group.
The changes are not purely cosmetic; the businesses have been realigned to eliminate boundaries and enforce greater collaboration. The overriding impetus for the realignment is to move from an isolated, transaction-based, independent company, into a multifaceted, market-based, interdependent company without boundaries. Beyond cross-training for sales reps, the new organizational structure propagates the most critical component of the Kerr brand: the instilling, nurturing, and development of shared values between the company and its end-users.
“We aim to be the most customer-centric, laser-beam-focused-on-the-dental-practice company in the industry—where everyone in the organization thinks about the customer [every day]. We at Kerr want to raise the bar of expectation and put a stake in the ground that says we have more to offer than just products, more to achieve than others think possible, and more to learn from our customers than others think practical,” McDonald added. “The best days of this business have yet to be seen, and we want to meet dental professionals at their best.”