Agilent was known for making straightforward, highly-reliable chromatography machines. These “black boxes” are very long-lasting, chugging along in budget-challenged labs for so long they almost never needed to be replaced. Agilent needed to reposition its brand to continue on a growth path. They asked us to help them shift their position from a supplier of instruments to a company with intellectual resources to support customers as a total resource. Our solution highlighted the many “industry-standards-producing experts” in the chemical analysis group—in advertising, in print and online. We used this highly personal, accessible approach in all communications and it helped customers understand they could use Agilent’s experts to solve business problems.
