As Elizabeth Holmes’s testimony continued into the late afternoon, she discussed advice the company sought from a well-known marketing firm.
Ms. Holmes said they worked with Los Angeles-based TBWA\Chiat\Day about how to brand the company.
“They recommended we try and simplify what we were doing,” she said.
One marketing concern, she said, was how to keep the Theranos brand strong even when they were inside Walgreens pharmacies. Ms. Holmes testified that the ad agency told her a lot of companies can become generic when in such partnerships, and it was important that Theranos establish its own brand and identity.
Ms. Holmes said they were thrilled to be working with a national chain like Walgreens, “but we knew Walgreens could easily replace us.”
