How National Instruments Became NI

Guest: Carla Piñeyro Sublett CMO, NI

Renegade Thinkers Unite has moved to! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published.

A rebrand is not a campaign, it’s a new direction. That’s why NI (previously known as National Instruments) brought on their first-ever CMO, Carla Piñeyro Sublett—they wanted someone to guide them through the brand refresh process, to shake up their foundation and challenge their entire business strategy for the better.

Knowing that this would be a bold undertaking, Piñeyro Sublett and her team, with full C-Suite support, worked from the outside-in. Then, with the help of an outside marketing agency, a cross-functional internal team, six months of brand strategy planning, 800+ interviews, and a month of employee prep, NI initiated an electrifying process of discovery for the business—one whose identity is encapsulated in two powerful, purpose-packed words: “Engineer Ambitiously.”

This episode is a special one, as NI live-streamed the launch this week in a global celebration of their new brand. Tune in to hear about how they did it.

Leave a Reply

Your email address will not be published. Required fields are marked *