HAD Portfolio Samples

STARBURST® Packaging

Developed packing concepts for M&M MARS changemaker counter displays including STRARBURST® and MILKY WAY®. Click Here

Corporate Identity

Independence Brewing Company. Fresh from Philadelphia. Quality not quantity. Declare your independence. Click Here

Organic Search

From 0 Total Rankings to 146; From 0 Number One Rankings to 27; From 61 Monthly Unique Visitors to 806. Click Here

Video Wall

Residential Communications Network launched two retail stores in Boston and NY featuring the RCN Video Wall. Click Here

Microsite

"We captured 2nd place in the International Newspaper Marketing Association competition for our microsite." Click Here

Interactive Graphic Animation

Play Pick The Pistone, with your hosts Hall-of-Fame goalie Bernie Parent and Flyers hockey analyst Steve Coates. Click the image above to play the game and learn more.   Click Here

Invisalign® Print Ad

Created the campaign: LIKE WEARING NOTHING AT ALL. The next generation in braces. Removable. Comfortable. Invisible. Click Here

:60 Radio Spot

Joe the Plumber was famous before the 2008 U.S. presidential election. Listen and laugh to Joe the Plumber. Click Here

Print and E-commerce Catalog

“The company grew from a grand total of literally $50 to $5,000,000 in annual sales.” Click Here

BRANDING DEFINED

Branding: 360º Communications – all touch-points

Everyone has his or her own definition of branding. Branding is confusing and often misunderstood.

Branding is the sum of all parts of your integrated marketing efforts – advertising, public relations, collateral, conferences, sales, customer service, et cetera, all touch-points, which produce distinguishable impressions and perceptions in the mind of your target audience and stakeholders.

A brand is a collection of intangibles: ideas, feelings and word associations.

A brand is a collection of perceptions in the mind of the consumer.

Branding is the positioning of a product or service in a unique way that differentiates it from competition. The challenge is to identify the point of differentiation in the minds of your target audience.

A brand establishes a distinctive value, relevance, and importance – the core value of your product or service.

A brand focuses and delivers on its unique area of competence.

A brand differentiates and establishes value in the eye of your audience.

A brand is a name that is unique, memorable, and distinctive. A brand is a sign, an icon, a logo.

A brand is a descriptive category phrase. A brand is a tagline that expresses functional and emotional benefits.

A brand represents a value proposition.

A brand is a promise – a pledge of satisfaction and quality.

A brand equals trust.

Branding is continuity of message, look, and tone.

A successful branding campaign becomes a company wide culture adopted, supported and lived from the top down – from CEO to receptionist. The brand is your reason for being.

Confused? Don’t be. A brand is all of the above.

David Ogilvy’s definition of a brand: The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.

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