ThermoQuest, a division of the global conglomerate ThermoElectron, was formed out of the consolidation of several companies in the laboratory equipment and testing services industry. Each of the companies had well-known historical legacies in their own niche fields, but as a newly formed company, they lacked a common language and communications strategy that could unite their strengths into a new and stronger brand. Our consulting team worked with a committee of the individual division presidents, and conducted employee and customer surveys and focus groups to identify a common legacy across all of the units: their scientific heritage and their direct connections to their scientist customers around the world. Deliverables included a new tagline, In the company of scientists, a unified corporate identity guideline, and marketing materials.
For more about our brand approach for ThermoQuest and other technology products, see Six Terribly Boring Ways to Make Your Technology Brand Sizzle.