this brand is under the microscope.

fei

Meet a company that allows the world to look deep into the realm of inner space. FEI is the market leader for high-tech microscopes for life sciences, materials science, minerals and mining, oil and gas, semiconductors, and industrial manufacturing.

goal

Develop a renewed brand strategy, brand platform, messaging systems, and institutional identity. Create brand management tools to empower the company’s domestic and international marketing groups understand how to steward a seamless on-brand marketing communications environment. 

outcome

Our brand refresh program resulted in the corporate marketing group’s ability to apply a consistent on-brand relationship between the master brand and its five business units. Efficient brand management is now possible. And a methodical process to grow brand value. Three years after our involvement, the company was acquired for $4.2 billion.