What became apparent in early discussions was the pride the staff had in working for this heritage company, but a disconnect from the final solution where their tools were used. In turn this translated to messaging of a fine past, but uncertain how to present an image today other then defending their position against competitor products. A full audit of their market position was conducted, which included breaking down their financials by product range and market, methods of aquisition via marketing, staff and distributors, interviews with key stakeholders, competitive and online analysis, etc. Findings revealed further disconnects and opportunities in all key areas and a strategy was developed that tackled firstly at defining clear product groups from this that could be delivered off the shelf, to those that lead the future of engineering automation. A rethink on brand positioning looking at end-consumer applications vs people-centric end-user scenarios, overlaid with a fresh look at distribution to manage global growth and unification of all marketing efforts under a single brand moniker, defining vision and values.