Danaher Motion. Re-educating a Category.Insight.
Danaher Motion, a 10-year old company, was built by acquiring multiple companies who oered category leading motion control products.Thomson, now the agship brand, was frst to market over 60 years ago with anti-riction linear technology. So while the brand had been synonymous with innovation in the linear motion space, marketing neglect let the brand and the company vulnerable to competitors competing on eatures and unctions.
Some times it takes re-educating the category and internal sales and support sta on the real value being oered to the marketplace.Linear motion design and confguration is the oundation o a well-built machine. It is a complex combination o math and science that requires specifc knowledge and expertise. Thomson’s competitive edge and value lies in the expertise Danaher Motion provides in helping to ensure the proper selection,usage and integration with other motion components to optimize machine perormance and productivity. Communications would need to demonstrate this technical competence, re-educate the target on “why” Danaher Motion and re-invigorate Thomson as the leading brand in the category.