Customer Perceptions Shape New Brand
Beckman Coulter's New Brand Position Demonstrates True Partnership

If asked to describe Beckman Coulter's brand, what would you say? Do certain words come to mind? The answer—Beckman Coulter learned from global customer research—is a resounding "Yes! Certain words do come to mind." And four key ones: integrity, collaboration, commitment and innovation—which were gleaned from the research—are now integrated into our new brand position: "We're Better Together."

"We're Better Together is a positive expression of a shared commitment with our customers to optimizing patient care and reducing the cost of care," says Scott Garrett, chairman, president and CEO of Beckman Coulter.

Coincidently, these attributes cited by customers matched closely with Beckman Coulter's self-perception. "We are honored to learn that our customers recognize Beckman Coulter for consistently demonstrating integrity, collaboration and innovation," says Allan Harris, vice president of Communications. "The global research results revalidate our previously stated values of integrity, leadership and teamwork."

In 2008, Beckman Coulter sensed that its previous brand identity didn't fully reflect the current relationship between the company and its customers. The solution? In the first efforts of its kind in the 10 years since Beckman Instruments acquired Coulter Corporation, Beckman Coulter launched a large-scale, year-long initiative to evaluate customers' perception of the company and its brand. 

Through a series of workshops with hundreds of people—both employees and customers throughout North America, Europe and Asia—intense discussions led the way to the emergence and crafting of the new brand position, "We're Better Together."

During these discussions, customers revealed that they consider Beckman Coulter to have exceptional integrity and an unfettered willingness to collaborate and work with them to resolve specific problems.

Research participants also appreciated that Beckman Coulter's primary focus is on the laboratory. The current industry trend to consolidate healthcare businesses under a large, fiscally driven umbrella corporation has left many laboratories voicing concern about the future—but Beckman Coulter reminds them that the laboratory is an invaluable asset in the healthcare system.

Finally, customers placed Beckman Coulter ahead of the crowd when it comes to practical innovation. They said Beckman Coulter constantly improves its products to make customers' work easier. The company received thumbs up and high marks for effecting big change through incremental innovations and allowing changes to be applied without a huge disruption to their current processes.

The conclusion? We're Better Together. Customers told Beckman Coulter that they felt connected to this position statement and agreed that if reflected their expectations and needs.

By clarifying the brand position, Beckman Coulter firmly states what it is, what it believes and what it can do for its stakeholders.

The new branding position—fueled by customers' perceptions—distills the powerful values that only Beckman Coulter can deliver. We're better together.