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Challenge

While Halleck did not design the Agilent logo, Halleck did develop the brand strategy, naming and subsequent year-long marketing communications effort for its very first product, the photonic switch. Agilent was previously the Test and Measurement division of HP, for which Halleck had worked for 10 years. The Agilent Optical Network Division needed help in introducing an entirely new technology to the market.

Approach

Halleck performed a Brand Architecture and Dialogue Marketing Workshop with the key drivers of the product: marketing, sales and engineering. This process clarified a compelling market position, originated the name and language for the product, and articulated a tactical go-to-market path.

Results

The direct result of our communications efforts stimulated tremendous customer and press interest in the product and in Agilent. The stock sored 46 points on the day of product launch.