WAUKESHA, WI. Applied Spectrometry Associates has announced the re-branding of the company. The decision was promped by the addition of new product lines. The term "Spectrometry" no longer reflects all that the company does. AppliTek instruments use titrations with sensor based detection of end points. Cogent Environmental (previously Lab21 Environmental) instruments use a variation of electrochemistry called "anodic stripping voltammetry". The re-branded company name would be an "umbrella" of all the products being offered.

ASA will now be doing business as "ASA Analytics". This new name is the first step toward improving the marketing of the compete ASA product line. Along with the name change is the need for a new website. ASA Analytics has just launched asaAnalytics.com. The new site has drop-down menus, bread crumb navigation and has been search engine optimized. A complete re-design of the ChemScan website is also in the works.