brand development

Beckman Coulter is a pioneer in medical diagnostics and category owner in laboratory automation, competing globally with companies such as Siemens and Roche. However, the brand was not well known outside of their primary market creating recruitment and investment barriers.

Engagement

Corporate alignment and global brand position development

Positioning research sessions

Beijing, Tokyo, Leipzig, Dusseldorf, Paris, Lille, Dallas, Fullerton, La Brea, Atlanta, Chicago

Focus groups

Shanghai, Newark, Sonoma

Deliverables

LEVEL Insights, Focus Group Research Report, LEVEL Positioning, LEVEL Language, Competitive Marketing Audit, Executive Strategic Alignment Review, Creative execution to strategy

Outcomes

Beckman Coulter senior management received the crucial information necessary to reposition their brand globally. They were also able to execute alignment strategies within the organization to strengthen relationships with customers.