A journey of a thousand miles begins with a single step. The story behind NI’s “Engineer Ambitiously” campaign
Latest update time：2020-08-10
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In late June, NI announced a brand upgrade, continuing to lead the test and measurement industry with a brand new image. In this brand upgrade, NI advocates Engineer Ambitiously. Behind the seemingly simple English, there is a repositioning of the application market and service concept.
What is Engineer Ambitiously? See the wonderful ideas of 1,200+ Chinese engineers
“We advocate for all engineers to Engineer Ambitiously,” said Eric Starkloff, CEO of NI . “ To me, Engineer Ambitiously is about us all imagining together and empowering each other to create a better future. We believe that all great achievements are the result of the accumulation and breakthrough of once insignificant innovations. In the end, it’s about changing the way we do test and measurement, creating a new and better way through software-connected systems to bring technology to market faster and make it easier to access technology. ”
NI released a new slogan this time. It was not translated into different versions according to local languages. Instead, it used Engineer Ambitiously to convey the company's philosophy in the global market. How do Chinese engineers understand Engineer Ambitiously?
NI conducted an in-depth survey in the Chinese electronic engineer community and received more than 1,200 engineers' wonderful ideas on the interpretation of the new slogan.
The interpretation of the slogan can be divided into connotation-based and down-to-earth types. The following is an excerpt of some of the survey report results:
Connotative type:
◆ Extreme Research Engineers are scientific research engineers who have a heart that imagines the future and pursues the ultimate truth. Climb the nameless peak and give the true self a name;
◆ Use the past to explore the present, inherit and research, and open up the universe;
◆ Explore the boundaries of performance and pursue the ultimate in design;
◆ Technology changes the world, long live engineers;
◆ Create with ingenuity and roar at the top;
◆ Study hard and think deeply.
Grounded type:
◆ Means: collaboration, innovation, and cross-border. The advancement of science and technology requires collaboration and coordination in various fields such as R&D, testing, and manufacturing. We must match each other, keep pace, and work together to improve human life and create a better future. We must be brave enough to try, break through boundaries, and develop better and better products;
◆ It can be translated as "technological craftsmanship". The original text literally means the ambition of engineers. Ambitiously means eagerly, eagerly, and very ambitiously. Its Latin root is ambhi. In short, the English original has a strong spiritual meaning, but directly translating it into engineer would be redundant. "Technological craftsman" can basically cover the connotation and extension of engineers, and "craftsmanship" in the Chinese context not only has the state of eager ambition, but also has additional meanings in Chinese such as "craftsman stone maneuvering" and "craftsmanship unique", which is consistent with the Chinese understanding of the engineering spirit;
◆ Let every engineer who has the ambition to change the world participate in this great project and make themselves and the world better;
◆ Collaboration, innovation, and cross-border.
The advancement of science and technology requires collaboration and coordination in various fields such as R&D, testing, and manufacturing. We must match each other, keep pace, and work together to improve human life and create a better future.
We must be brave enough to try, break through boundaries, and develop better and better products;
◆ Ambitious engineer;
◆ The drive to tackle tough problems;
◆ Technical master;
◆ Ambitious warrior.
NI CEO explains the story behind the brand upgrade
After more than 40 years of development, the products provided by NI are no longer limited to instruments. Instead, it provides an open, software-connected platform, uses modular hardware and relies on a broad ecosystem to help customers accurately define and build the systems they need, thereby accelerating application development, innovating faster and continuously integrating new technologies.
By practicing Engineer Ambitiously with more than 35,000 customers around the world, NI has achieved remarkable results in many application markets. Especially in China, NI has been continuously investing in this market with great potential, including expanding the engineering team, establishing laboratories, and deeply cooperating with China's industry-leading customers. In China, NI helped Changguang Satellite achieve quite aggressive goals in cost management and product time to market. NI also helped CRRC successfully create a predictive maintenance system for high-speed rail together with its Chinese partners... There are countless cases like this.
In the engineers' impression, NI's test instruments and products are spread across all walks of life. LabVIEW, PXI, STS, TestStand, FlexLogger are all classic products that engineers are familiar with. A few years ago, NI began to adjust its market plan to "concentrate its efforts on major projects." Specifically, it is to improve NI's solution capabilities for specific industries by introducing more targeted investments in these industries. Customers in these industries can use NI's platform to meet their unique functions and needs. Now, NI has changed from a large and general market to focusing on four strategic markets.
“The four strategic markets are semiconductors, automotive, aerospace defense government, and our portfolio (including energy, education, consumer electronics and others),” Eric pointed out. “This allows us to be customer-oriented and focus more on system-level products tailored for each market, thereby balancing product and technology investments. We hope to provide customers with capabilities specifically tailored to their needs and business opportunities, allowing them to innovate faster and maintain a competitive advantage.”
The brand upgrade is also a response to the repositioning of the application market. Of course, in addition to the new slogan, NI's company name will also undergo some changes - the company name will be shortened to "NI". Eric explained: "
NI is a global company. The original National Instruments can no longer accurately express the global market served by NI. We shortened the company name to "NI" to highlight the global market we serve.
"
Redefining test and measurement to unleash greater energy in four strategic markets
In today's technological wave, technology iteration is fast and competition is fierce. Manufacturers from all walks of life no longer need to provide single measurement equipment, but to provide system-level solutions, and even intervene in the R&D stage to jointly study the latest technology with customers.
In the process of high-quality and efficient production of products, the importance of test and measurement technology is becoming increasingly prominent. When asked what characteristics are most important when selecting instruments and equipment, the results of this survey show that Chinese engineers value: high cost performance, flexible configurability, instrument scalability, degree of automation, etc.
NI向来以灵活模块化的解决方案著称，在行业内享有很高的口碑。NI的测试和测量技术使工程师们能够专注于自己最擅长的领域，为人类下一个巨大的飞跃做好准备。
As Eric said, “We sincerely hope to enhance the value of the test and measurement industry and let everyone know the importance of test and measurement in the technical world.
NI will use test and measurement technology as a bridge to connect various fields in the engineering world
.”
NI is ready for the challenges of the rapidly changing new technologies of the future. The rise of ubiquitous sensing, network computing, artificial intelligence, and machine learning are changing the way we automate test and measure. The combination of these technologies has created the technological acceleration we are experiencing today: machine learning on top of vast computer networks, ingesting billions of data points.
Eric believes that software is critical for companies that need to quickly adapt to today's new technologies.
Eric further pointed out NI's strategy: "At NI, our approach is centered on enabling our customers and ecosystem partners to access and customize software to meet their unique business needs and capabilities, rather than lock them in.
With the acquisition of OptimalPlus, we will combine NI's leadership in test operations with OptimalPlus' advanced enterprise-grade product analytics capabilities to help customers accelerate digital transformation initiatives.
By adopting open and customizable modern test and analytics software, organizations can innovate, prototype and test faster."
The new appearance of NI's logo and slogan reflects the change and choice of NI's management philosophy under the new situation.
NI hopes to enhance its brand influence while focusing resources in four strategic markets to better serve customers. As Eric said, we advocate "Engineer Ambitiously" for all engineers and promise to work shoulder to shoulder with them and the companies behind them to solve the problems facing mankind today, tomorrow, and even in the next 100 years.
Appendix: Some highlights of the NI new brand awareness questionnaire survey report
Note: More than 1,200 engineers from more than 10 provinces and cities across the country actively participated in NI's survey. Here are some of the highlights of the survey.
1. In which of the following application or technology fields are you currently working?
2. Where does your passion for technology mainly come from?
3. Which three of the following are the biggest challenges you have encountered in system design?
4. Which of the following options is most valuable for your continuous learning to cope with industry technological changes?
5.How do you mainly find new technical solutions?
6. What features are most important when selecting instruments and equipment?
7. Which of the following technologies do you think will have the best development prospects in China in the coming year?
8. Which of the following things do you think is the coolest?
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