If life gives you analytical technology, should you turn it into Analtech?
Analtech—I can only hope it rhymes with “channel deck”—makes thin-layer chromatography plates that are used in laboratories and have been featured on CSI: Las Vegas. Yes, they’ve developed a sense of humor about the name. And yes, they’re thinking about changing it.
Here’s the story:
The company was founded in 1961 as Custom Service Chemicals.
In 1964, the company paid a marketing firm (that shall remain nameless) to come up with a different name. They said, “Well, you guys do Analytical Technology - why don't you put the two words together and call it ‘Analtech’!”
And, here we are, nearly 50 years later - with the same name.
Nearly 50 years later, I bet those marketing guys are still giggling over the fast one they pulled.
On the other hand, maybe “Analtech” is an, um, asset. The company talked with “some experts in the field of marketing, branding, etc.” and heard this “general consensus”:
1. Analtech is a brand name known and trusted by the academic and science communities worldwide
2. Under normal circumstances, such a branding after nearly 50 years would be considered a huge success
3. Analtech faces certain challenges because of the "juvenile" humor that has developed in the past few decades and current web filters that may block the company name.
Sounds like a split decision. What do you say? Take a two-question survey (scroll down for the link) and help Analtech determine its future.
My own vote? I can’t get past this association.
No, it does not look good on paper.
Thanks to reader Gene for the Analtech survey link. And thanks to Twitter pal Dustbury for this fundamental question: