Info

Berni Marketing & Design of Greenwich, CT, a communications agency that specializes in brand creation and development and is a strategic marketing partner with its clients, has just completed its own corporate identity/branding program. Applying its highly successful brand building process to itself, the firm interviewed clients, asked pertinent questions, analyzed its strengths, established its core essence and competencies . The results: redefinition of message and evolution of identity. How does the award-winning agency that created images and designed memorable packages for Dr Pepper, Marcal Towels, Stop &Shop, Food Town, Castrol, Unilever and Kraft, set about the task of modernizing its own brand image? "First, we asked ourselves some serious questions about new issues that have emerged in branding," says Stuart Berni, President/CEO. The questions:How does a company reflect new capabilities and services through the use of a new identity? How do you inspire employees to live their brand, and in turn create and embody the new image? Has the length of time you can expect to hold on to your name, identity, and brand look, changed? These are highly relevant questions for any business of any size," states Berni, citing the proliferation of new names created by mergers and acquisitions, and of the introduction of new products. "The internet is also driving a new wave of names and design by changing known parameters." Berni Marketing & Design began by adopting as a corporate mission statement a sentence that reflects its core service competency: "Unleashing the power of your brand to create preference is our passion." "This phrase describes what we do in every assignment we complete for our clients," Berni explains. The 63 year old, third generation Greenwich-based agency, which numbers among its clients UST, Ahold, and Cutty Sark, is unveiling it new look on June l9. It's abstract, colorful, and creative. It may even be, as Berni hopes, archetypal. "Retaining the image of the 'thinking head', which we have always had, but treating it futuristically and orienting it toward space suggests vision and ideas," says Stuart Berni. "We think we have created the perfect visual transition for familiarity with our older clients and introduction to our new. It is also an icon conceived to last." The firm has a tested and proprietary process for building brands that begins with proven research methods and rigorous analysis of the marketplace, then offers highly professional brand creation services and solutions. Further services are: naming, brand strategy consulting, award-winning package design, and environmental design. For information on Berni Marketing & Design's Services, contact Anthony Pearson, Senior Vice President Marketing, at (203) 661-4747, or 1-800 BERNI 58.