LEVEL is Retained by Beckman Coulter for a Global Brand and Positioning Engagement

April 25, 2008

LEVEL, a brand and reputation firm based in Minneapolis has been retained by Beckman Coulter, a leading manufacturer of biomedical testing instrument systems based in Southern California, to enhance and reposition the Beckman Coulter brand globally. The engagement will include brand and positioning work in the United States, Germany, France, China and Japan.

"This is a unique opportunity to work with a highly respected medical diagnostics company to clarify and strengthen its brand and position around the world," said John Foley, CEO of LEVEL. "Beckman Coulter has a long history of developing highly accurate, innovative laboratory testing equipment. Our goal is to help them strengthen their brand and clearly differentiate them from other global competitors," he added.

Beckman Coulter cited LEVEL's extensive brand and positioning experience in the medical device arena and the unique process the agency uses as reasons for the selection. The LEVEL approach delivers the insights necessary to ensure a company's brand and position are clearly understood by customers, employees and investors.