National Instruments No More: Meet The New NI
Summary
Oftentimes it’s the latest product and service announcements, but I also like to cover the “softer” stuff, such as strategy, CSR, and corporate branding. Founded over 40 years ago, the company specializes in automated testing and measurement tools to aid in research and validation of new technologies. Historically, National Instruments provided point product solutions, such as its immensely popular LabView offering. Additionally, the company wanted its slogan to celebrate the ways its technology empowers engineers—who the company considers “the unsung heroes of innovation.” In a letter from NI CEO and President Eric Starkloff concerning the rebranding, he noted that in the current moment, engineers are needed more than ever—they’re the ones who design new ventilators, new face masks, and other technologies that could potentially aid in the pandemic crisis. According to the company, the formal shortening of National Instruments was conceived to make the name more modern and globally inclusive.
