Arista Laboratories Challenge For more than 25 years, Arista Laboratories has provided smoke testing and analysis to the tobacco industry. Arista enjoyed a leadership role in this market; however, they realized that in order to grow, the company would have to be repositioned to break into new markets: toxicology and chemistry services, especially relative to compliance. Arista's existing identity was both graphically and verbally directed to the tobacco industry. In addition, communications materials carried messages to target the tobacco industry. They appeared dated, and no longer functioned effectively for any market. The challenge was to reposition Arista to sell to new markets, while retaining their position within the tobacco industry. Approach To determine Arista's brand position, Thomas Wright looked at both internal and external factors. Internal interviews were conducted with key stakeholders to gain buy-in, and to further understand target markets, market challenges and opportunities, and corporate strengths. We conducted a competitive analysis, reviewing marketing communications materials from Arista's prospective and existing competitors. Unique discriminators and key messages were determined, along with a brand positioning statement and theme. Strategy "Reliable Results for a Global Marketplace" serves as the new tagline to position Arista for growth in new markets. During the discovery process, it became clear that Arista had opportunities for expansion in international markets and in tobacco compliance as well. So the strategy was also to maximize sales within the tobacco compliance industry. Ultimately, all target markets look for accuracy and integrity, as well as certifications in international reporting standards. Arista meets all standards and provides clients with unbiased information that can be trusted. All marketing and communications for Arista convey these values visually and verbally. Thomas Wright employed the use of blues in the new brand to foster a feeling of trust and integrity, with visuals that convey worldliness, precision and reliability. Tactical Solution •   Brand identity with a positioning theme •   Brand identity used to revise company letterhead packages, etc. •   Capability brochure that establishes key messages, graphic look and feel •   Trade show exhibit with primary central graphics and messages that appeal to all targets, with a secondary banner customizable to targets. Results Management has embraced the new brand and introduced it to external markets at an international compliance conference in D.C. in July 2006.