A Clear Turnaround – Invisalign Case Study



  • Invisalign positioned as “The clear alternative to braces”

  • Three-year decline in North American business (2007 – 2009)

Our Analysis

  • MetAnalysis™ of existing research to identify 800 lb. Gorillas™ holding back the business

  • Contextual research to provide deep insight into orthodontists, dentists, and consumers

  • NeedsMaps™ for all three audiences to socialize customer insights throughout the marketing organization


  • Repositioned the brand to both professionals (dentists and hygienists) and consumers

  • Worked with Align Technology to institute a new product innovation strategy to address 800 lb. Gorillas™


  • 14%+ growth in North American business in for six consecutive years (2010 – 2015)

  • 26X increase in stock price


Invisalign Shipments (hockey stick).jpg

Previous Consumer Strategy

  • Positioning: The clear alternative to braces

  • Result: Effective with early adopters, but failed to continue driving growth


New Consumer Strategy

  • Positioning: Emotional benefit of the confidence of a great smile

  • Result: Helped restore growth in consumer interest in teeth straightening and requests for Invisalign

Case StudyScott Seidewitz