case study
Thermo Fisher Scientific –
Connections for Life
Creating a dynamic, emotional, unified positioning and messaging platform for the Gibco brand.
awards


Situation
Thermo Fisher Scientific is a global leader in scientific instrumentation, reagents and consumables, and software and services to healthcare, life science, and other laboratories. A Fortune 500 company, the organization employs over 75,000 people and generates annual revenue of ~$25B.
Within Thermo Fisher Scientific’s portfolio of brands is Gibco, which pioneered the science of cell culture techniques and applications nearly six decades ago. Gibco’s innovations have been instrumental in scientific advances ranging from the first cellular therapies all the way to cloning Dolly the sheep. Gibco is the market leader and generally recognized as the industry standard among biotech, academic, and pharmaceutical research professionals.
That said, the brand had somewhat stagnated in the eyes of customers and prospects. Though seen as essential and reliable, brand perceptions of Gibco’s innovation waned – as did awareness of Gibco’s extensive value beyond its products, from regulatory guidance to education to hands-on scientific support. Also absent from Gibco’s marketing was the deep emotional bond its customers have with the brand and their cells. At the same time, the brand lacked in-market consistency, as disparate marketing campaigns had proliferated different messages and visual approaches.

