Another smashing NYAMA event last night at the exclusive Norwood Club.

50 guests heard a powerful case about the "Simplicity in Branding." Lisa Fawcett, Vice President of Global Marketing, CooperVision and Daniel Katz Golden, Senior Strategist at Siegel+Gale, presented the impressive, 18 month long transformation process of the world's third largest contact lens manufacturer.

Despite offering a full range of high-quality contact lenses, CooperVision, in 2009, was still thought of as a niche player. Two big shifts in the contact lens industry made the outdated perception even more worrisome: chain stores and big box retailers had emerged as key customers for lens manufacturers, and contact lens wearers themselves were increasingly involved in the selection of their lenses.

To position the company for continued success, CooperVision needed to inspire…