Agilent Technologies - FieldFox
The CompanyAgilent Technologies, Inc. (Agilent) is a measurement company providing core bio-analytical and electronic measurement solutions to the communications, electronics, life sciences and chemical analysis industries. It has three business segments: the electronic measurement business, the bio-analytical measurement business and the semiconductor and board test business.
The Task
Agilent Technologies developed an innovative RF analyzer to add to their product line. Agilent challenged Addison Whitney to develop a name for its newly developed analyzer that effectively communicated the differentiating features of the product.
The Addison Whitney Solution
Verbal Branding
The Addison Whitney brand consultants verbal team collected information about the newly developed product and the position it would have in the market. A number of naming sessions led to the development of the "FieldFox" brand.
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