Topics

Happy 70th Birthday

Malcolm Hunter
 

stefan_trethan
 

Pretty much sums it up about modern Tek, doesn't it?

No thank you.

ST

On Mon, Feb 1, 2016 at 6:21 PM, Malcolm Hunter
malcolm.r.hunter@... [TekScopes] <TekScopes@...>
wrote:

But WTH??

http://www.prnewswire.com/news-releases/tektronix-unveils-new-logo-brand-strategy-300209552.html






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Posted by: Malcolm Hunter <malcolm.r.hunter@...>
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Yahoo Groups Links


Jeff Woolsey
 

On 2/1/16 9:21 AM, Malcolm Hunter malcolm.r.hunter@... [TekScopes]
wrote:


But WTH??

http://www.prnewswire.com/news-releases/tektronix-unveils-new-logo-brand-strategy-300209552.html
Kinda looks like it's been stabbed.

--
Jeff Woolsey {{woolsey,jlw}@jlw,first.last@{gmail,hpe,jlw}}.com
Nature abhors straight antennas, clean lenses, and empty storage.
"Delete! Delete! OK!" -Dr. Bronner on disk space management
Card-sorting, Joel. -Crow on solitaire

ken chalfant
 

Silly me - I thought the last logo lacked imagination.

Howard Vollum had vision - wonderful vision - unfortunately, the corporate suits who have followed seem to lack any vision at all.

Mr. Hewlett and Mr. Packard also had vision, and for that matter Fred Terman may have had even greater vision. Now “HP” can barely keep up with their own organization or name(s).

While I appreciate progress - I wonder if this is progress.

Ken


On 1Feb, 2016, at 2:06 PM, Jeff Woolsey jlw@... [TekScopes] <TekScopes@...> wrote:

On 2/1/16 9:21 AM, Malcolm Hunter malcolm.r.hunter@... <mailto:malcolm.r.hunter@...> [TekScopes]
wrote:


But WTH??

http://www.prnewswire.com/news-releases/tektronix-unveils-new-logo-brand-strategy-300209552.html <http://www.prnewswire.com/news-releases/tektronix-unveils-new-logo-brand-strategy-300209552.html>
Kinda looks like it's been stabbed.
--
Jeff Woolsey {{woolsey,jlw}@jlw,first.last@{gmail,hpe,jlw}}.com
Nature abhors straight antennas, clean lenses, and empty storage.
"Delete! Delete! OK!" -Dr. Bronner on disk space management
Card-sorting, Joel. -Crow on solitaire






[Non-text portions of this message have been removed]

Ed Breya
 

Hahaha. This "most significant change in its visual identity in 24 years" reminds me of the previous most significant change in its visual identity 24 years ago. The brilliant new CEO back then gathered top management for numerous closed-door strategy sessions on how to save the company. The main results were that Tek needed a new logo, and needed to sponsor a golf tournament. Problem solved.

BTW this latest new and improved logo probably cost a hundred grand or more for a PR agency to study the situation and come up with the artwork - a drop in the bucket compared to what it will cost to change and keep track of everything else associated throughout the system. But hey, it almost makes me want to go buy a new scope.

It's funny how they have to explain all the subtle details of the design and how it means Tek will be so much better - the words probably came right out of the PR agency's pitch. Maybe they should add an asterisk to the logo, leading to a fine-print footnote with a brief explanation - then people who just don't get it can figure it out and appreciate it.

Oh well, c'est la vie.

Bruce Lane
 

In a word... *gag!*

I wonder how much they paid for their new logo and its buzzword
accessories? AND where they drew the funds from?

"Measurement insight path," indeed!

On 01-Feb-16 09:21, Malcolm Hunter malcolm.r.hunter@...
[TekScopes] wrote:
But WTH??

http://www.prnewswire.com/news-releases/tektronix-unveils-new-logo-brand-strategy-300209552.html






------------------------------------
Posted by: Malcolm Hunter <malcolm.r.hunter@...>
------------------------------------


------------------------------------

Yahoo Groups Links



--
---
Bruce Lane, ARS KC7GR
http://www.bluefeathertech.com
kyrrin (at) bluefeathertech dot com
"Quando Omni Flunkus Moritati" (Red Green)

teamlarryohio
 

Ed, when did we lose the crt with the sine wave, etc? I think we had already gone from round to rectangular when I started, but at least it was still a jug....

thanx,
-ls-

Torch Fireman
 

It could be worse. It could say "Sony"...

Ed Breya
 

I think the classic Tek "bug" CRT logos were phased out sometime in the late 1970s, in favor of the Tektronix name in a simple, bold font. On my 7904s, the rectangular bug is the logo, while on my 7854s, the Tek name logo is prominent, but they have a small bug on the front panel too. That must have been the transition period, whenever those products were introduced.

Ed

Miroslav Pokorni
 

That asterisk to logo should lead to a video, because words are not
enough to explain convoluted ideas of a PR company.

This comment comes from a bitter experience. I set through staff
meetings where solution for increased sale was sought. Company president
was a Harvard business school graduate who fell for idea of a former
Ingram sales clerk. At the time it was projected that PC memory sale
would be $1.5 billion business for coming year and clerk said: 'if we
could capture only 10% of that, we'll make killing'. So, a sales lady
charged to find a PR company to get us new logo which would put us in
running for 10% of market share. PR company produced a golf ball, very
similar to one that AT@T adopted about 6 months before us. Pointing that
new logo was a copycat of an existing logo did not matter to anyone
involved in search, so we ended up with new stationary, new show booth
and a batch of T shirts to promote sales. Needless to say, 10% of market
share was never reached.

Miroslav Pokorni

On 2/1/2016 4:23 PM, edbreya@... [TekScopes] wrote:

Hahaha. This "most significant change in its visual identity in 24
years" reminds me of the previous most significant change in its
visual identity 24 years ago. The brilliant new CEO back then gathered
top management for numerous closed-door strategy sessions on how to
save the company. The main results were that Tek needed a new logo,
and needed to sponsor a golf tournament. Problem solved.

BTW this latest new and improved logo probably cost a hundred grand or
more for a PR agency to study the situation and come up with the
artwork - a drop in the bucket compared to what it will cost to change
and keep track of everything else associated throughout the system.
But hey, it almost makes me want to go buy a new scope.

It's funny how they have to explain all the subtle details of the
design and how it means Tek will be so much better - the words
probably came right out of the PR agency's pitch. Maybe they should
add an asterisk to the logo, leading to a fine-print footnote with a
brief explanation - then people who just don't get it can figure it
out and appreciate it.

Oh well, c'est la vie.



Dave Seiter
 

Ooo, a new logo; that makes me want to run out and buy whatever they're selling.  Not.  The slash reminds me of the "no ..." road signs, good thing it's not red!
Seriously, why do marketers and the rest of corporate yes-men think a new logo will accomplish anything besides having to spend money on replacing everything with the old logo on it?
-Dave

From: "Stefan Trethan stefan_trethan@... [TekScopes]" <TekScopes@...>
To: TekScopes <TekScopes@...>
Sent: Monday, February 1, 2016 10:23 AM
Subject: Re: [TekScopes] Happy 70th Birthday

  Pretty much sums it up about modern Tek, doesn't it?

No thank you.

ST

On Mon, Feb 1, 2016 at 6:21 PM, Malcolm Hunter
malcolm.r.hunter@... [TekScopes] <TekScopes@...>
wrote:
But WTH??

http://www.prnewswire.com/news-releases/tektronix-unveils-new-logo-brand-strategy-300209552.html






------------------------------------
Posted by: Malcolm Hunter <malcolm.r.hunter@...>
------------------------------------


------------------------------------

Yahoo Groups Links


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[Non-text portions of this message have been removed]

Dimitri
 

It's new therefore better therefore good
Whatamata wit you?

Or someone let the blue smoke out and they inhaled it.

stefan_trethan
 

Because those yes-man don't actually have any idea what their product
is supposed to be.

Last week Artur Fischer died. He was prolific inventor, most famous
for the Fischer wall plug, and FischerTechnik technical toys. I think
he had over 1000 patents. There is one thing he said that always stuck
in my mind:

"A really great product sells itself, it does not need any marketing."



Sure, marketing can help a good product spread faster, but pretty soon
the bean counters discovered more marketing can sell mediocre
products, and enough marketing can even sell crappy products.
So out with the engineers, and in with the marketing folks, and better
get some more bean counters to measure their success.

Because one thing I can guarantee you, those marketing people are a
hell of a lot better at selling _themselves_ than we engineers ever
were.

Of the big scope companies I think Lecroy sucks the most at marketing.
I mean they really _suck_. They gave Dave Jones a Wavejet that only
shows dick and balls in FFT. (His words, not mine, you got to see the
video to understand the joke).

So because they suck so bad at marketing I think they must make good
scopes and I would buy Lecroy. Faulty logic? Maybe.

ST


On Tue, Feb 2, 2016 at 5:21 AM, Dave Seiter d.seiter@... [TekScopes]

Seriously, why do marketers and the rest of corporate yes-men think a new logo will accomplish anything besides having to spend money on replacing everything with the old logo on it?
-Dave

Tom Gardner
 

When an executive spouts that a change of logo will improve the company's
fortunes, it is almost always a sign that they don't know what matters to their
customers and have run out of other ideas for how to improve the fortunes.
Doubly so when selling to hard-nosed engineers rather than the consumer market.

Hence the rule of thumb: new logo => shareholders should sell, and employees
should look for other employment.

On 02/02/16 03:30, Miroslav Pokorni mpokorni@... [TekScopes] wrote:

That asterisk to logo should lead to a video, because words are not
enough to explain convoluted ideas of a PR company.

This comment comes from a bitter experience. I set through staff
meetings where solution for increased sale was sought. Company president
was a Harvard business school graduate who fell for idea of a former
Ingram sales clerk. At the time it was projected that PC memory sale
would be $1.5 billion business for coming year and clerk said: 'if we
could capture only 10% of that, we'll make killing'. So, a sales lady
charged to find a PR company to get us new logo which would put us in
running for 10% of market share. PR company produced a golf ball, very
similar to one that AT@T adopted about 6 months before us. Pointing that
new logo was a copycat of an existing logo did not matter to anyone
involved in search, so we ended up with new stationary, new show booth
and a batch of T shirts to promote sales. Needless to say, 10% of market
share was never reached.

Joe
 

Tektronix forgot who they're marketing to and what really impresses
engineers! I guess they're aiming at those who hold the purse strings.
BTW, my pet peeve as I read the article is that the reporter and editor do
not know the difference between "compliment" and "complement".

Joe

On Tue, Feb 2, 2016 at 3:18 AM, Tom Gardner tggzzz@... [TekScopes] <
TekScopes@...> wrote:



When an executive spouts that a change of logo will improve the company's
fortunes, it is almost always a sign that they don't know what matters to
their
customers and have run out of other ideas for how to improve the fortunes.
Doubly so when selling to hard-nosed engineers rather than the consumer
market.

Hence the rule of thumb: new logo => shareholders should sell, and
employees
should look for other employment.

On 02/02/16 03:30, Miroslav Pokorni mpokorni@... [TekScopes] wrote:

That asterisk to logo should lead to a video, because words are not
enough to explain convoluted ideas of a PR company.

This comment comes from a bitter experience. I set through staff
meetings where solution for increased sale was sought. Company president
was a Harvard business school graduate who fell for idea of a former
Ingram sales clerk. At the time it was projected that PC memory sale
would be $1.5 billion business for coming year and clerk said: 'if we
could capture only 10% of that, we'll make killing'. So, a sales lady
charged to find a PR company to get us new logo which would put us in
running for 10% of market share. PR company produced a golf ball, very
similar to one that AT@T adopted about 6 months before us. Pointing that
new logo was a copycat of an existing logo did not matter to anyone
involved in search, so we ended up with new stationary, new show booth
and a batch of T shirts to promote sales. Needless to say, 10% of market
share was never reached.
[Non-text portions of this message have been removed]


Torch Fireman
 

On 02/02/2016 8:04 AM, Joe joeshomeworkshop@... [TekScopes] wrote:

BTW, my pet peeve as I read the article is that the reporter and editor do
not know the difference between "compliment" and "complement".
What reporter? It was a press release -- IE: written by the same people that created the logo.

Charlie Conger
 

It is very interesting to see these reactions. They are very similar to my initial reaction. Why waste money changing the logo? We have done this before and it did not help! Recognize I was a TEK, now Tk, employee for 31 years so I went through a lot of this. Then I asked my sons, both around 30 years old and both engineers, what they thought. They both love the new logo but more importantly the new web site. It resonates with them in a way that the old one did not. It is far more modern and made them feel like Tek somehow gets them. Interestingly my wife likes it too! And she is my age, around 60.
More important are the new values and direction the new president is trying to establish. This guy came from Agilent, now Keysight, and was reponsible for many of the positive changes that you can see today in that brand. I think he is really trying to change things and start with a clean slate while trying to retain the remarkable brand recognition TEK had, and still largely has today. Also don't forget that a lot of this change is pep talk for the employees as much as customers.
I suspect most of us on this site are NOT the target audience.
Now don't get me wrong, idle words and marketing slogans don't go very far to change things, You still have to produce great products that meet market needs. Whether they do this or not remains to be seen. I will choose to be cautiously optimistic about whether this will help TEK to reinvent itself.
I certainly hope so because I have invested a lot of my life in trying the make the company a success and a good place to work. I have no current, or planned future, economic or other investment in TEK. But I do have a number of good friends there and wish them success. It would really sad to see another American company with a long history of excellent products fall by the wayside.

Ed Breya
 

I hadn't noticed that they also changed the nickname to "Tk" to replace "Tek." I can see why this would be important to save letters in print, but now in speech it takes two syllables, or maybe a hissing click sound to get it out in one.

Ed

TekScopes@...
 

[TekScopes] An existing poll has been modified, check it out. Enter your vote now!
Do you think Tektronix could return to greatness if it were able to break away from Danaher?
Created by: charlie.conger
  1. Change to "Danahertronix" or "Dn" for short (added by: edbreya . February 2, 2016)


Thanks!

K5MYJ <macklinbob@...>
 

My observation is look at what happens to good companies when the founders retire or pass away. They all seem to go into decline.

One was Pan Am Airlines. It's no longer around. Went bankrupt about 20 years ago.

I'm not at all impressed with what is left of HP. Look at what that DIPPY BROAD did to it. I don't know what Keysight has to offer?

I retired as an EE in 1998 so I have not seen what Tek has been doing. But at that time I did everything I need with 400 series scopes. I probably started with a 453 in the early 70's. I must have used 453s, 454s, and 465s until the mid 80's.

I never liked a scope made by HP.

There's a reason the Asian scope makers have been successful with less fancy scopes.

Bob Macklin
K5MYJ
Seattle, Wa.
"Real Radios Glow In The Dark"

----- Original Message -----
From: ctconger@... [TekScopes]
To: TekScopes@...
Sent: Tuesday, February 02, 2016 9:28 AM
Subject: Re: [TekScopes] Happy 70th Birthday



It is very interesting to see these reactions. They are very similar to my initial reaction. Why waste money changing the logo? We have done this before and it did not help! Recognize I was a TEK, now Tk, employee for 31 years so I went through a lot of this. Then I asked my sons, both around 30 years old and both engineers, what they thought. They both love the new logo but more importantly the new web site. It resonates with them in a way that the old one did not. It is far more modern and made them feel like Tek somehow gets them. Interestingly my wife likes it too! And she is my age, around 60.
More important are the new values and direction the new president is trying to establish. This guy came from Agilent, now Keysight, and was reponsible for many of the positive changes that you can see today in that brand. I think he is really trying to change things and start with a clean slate while trying to retain the remarkable brand recognition TEK had, and still largely has today. Also don't forget that a lot of this change is pep talk for the employees as much as customers.
I suspect most of us on this site are NOT the target audience.
Now don't get me wrong, idle words and marketing slogans don't go very far to change things, You still have to produce great products that meet market needs. Whether they do this or not remains to be seen. I will choose to be cautiously optimistic about whether this will help TEK to reinvent itself.
I certainly hope so because I have invested a lot of my life in trying the make the company a success and a good place to work. I have no current, or planned future, economic or other investment in TEK. But I do have a number of good friends there and wish them success. It would really sad to see another American company with a long history of excellent products fall by the wayside.