As the only commercial products from a defense company, the thermal imaging security products from Raytheon (and L-3 Communications after an acquisition) faced the significant challenge of defining themselves in spite of the market's preconceptions. Informed by research, MCC developed a comprehensive communication campaign that included public relations, advertising, direct mail and the Web to build awareness of the company and its sub-brands. Two years after the campaign's implementation, the brand enjoyed the highest level of recognition in the commercial thermal imaging market, and its advertising was ranked highest in industry trade publications by readers.