Virtually every electronic device in the world is manufactured using one of Orbotech’s industry-leading automated optical inspection (AOI) and laser direct imaging (LDI) solutions.
Brand Strategy
Name Creation
Brand Activation
Brand Strategy
The Language of Electronics
Already the most successful provider in the global electronics industry of PCB inspection equipment, Orbotech sought to further cement its position in the new world order of smart consumer micro electronics manufacturing.
In order to show that they were ready to rise to the challenges of smart device designers for miniaturized electronics packages, new form factors and the ability to image on any substrate, they needed a compelling strategy to revitalize the brand.
Following an intensive brand strategy workshop process that I led with senior management, I conceived of The Language of Electronics™ as both a metaphor to drive their new endeavor in storytelling and as the new corporate tagline.
The rationale:
Reading, writing and the ability to connect in conversation are the cornerstones of any language – and electronics micro-manufacturing continues to develop as a rich and complex language.
“Reading” (inspection), “writing” (metallization; printed electronics) and ultimately “conversing” (the Internet of Things) are all essential to smart electronics as devices become more and more “articulate and communicative”. Positioning Orbotech as being fully literate in the rich language of electronics cemented the company’s role as the uncontested leader in process innovation.
Name Creation
Product name creation
As part of my ongoing work in helping Orbotech to implement The Language of Electronics™ brand strategy we devised, I was asked to create a name for their newly launched, next-generation direct imaging (DI) solution, which is capable of “writing” (imaging) on every resist type, affording maximum flexibility to PCB makers.
The result: Nuvogo™, a coined name based on the root words new, vogue, and go
The Big Idea:
The new vogue (method, means) in enabling maximum DI flexibility and throughput
Go for speed and the freedom to use different wavelengths/resists
Brand Activation
Brand launch consulting and implementation:
Facilitating internal brand integration with HR
Writing of corporate and product press releases and marketing collateral
Video scripts for brand launch teaser and new corporate video
