FOR IMMEDIATE RELEASE
August 9, 2001
Contact: Len Johnson
703.584.5632
ljohnson@jdgcommunications.com
New Economy Demands Fresh Approach to Branding
JDG Communications Introduces Brand Building Continuum™
at eBiz World Expo
WASHINGTON, DC — Companies that expect to succeed in the "dot bust" economy must take a long-term approach to branding, according to Len Johnson, president of JDG Communications, in remarks to participants at the eBusiness World Expo this week in Washington.
"Branding is a total experience for the customer. It's a relationship — much more than a logo, a product or even a sock puppet. Many high profile 'dot com'companies made a big splash over the past year but failed to translate their advertising dollars into long-term customer loyalty, and more importantly — sales," Johnson said.
To better prepare its clients for the realities of the new economy, JDG Communications has introduced the Brand Building Continuum™, a comprehensive, systematic approach to branding that aims to move clients from reactive "tactical execution"to long-term strategic vision and brand management.
"Brands without meaning and differentiation will behave like commodities, and be limited to commodity-like pricing, where the price is not determined by the owner of the brand, but by every other competitor," Johnson said. "In these cases, a company's brand isn't worth more than a mark on a cow's rear-end."
Johnson then demonstrated the Brand Building Continuum™ approach with several examples of strategic branding and marketing campaigns and further illustrated how new, interactive communications tools such as electronic business cards, online public relations and web casts can be effectively used to extend the brand through closer relationships with the customer.
For more information about the Brand Building Continuum™ or JDG Communications, contact: Len Johnson at 703-207-0933 or ljohnson@jdgcommunications.com.
About JDG Communications, Inc.
JDG's strategic team focuses on "communicating what matters" with highly creative branding and identity programs, public outreach campaigns, website design and programming, publications, capabilities brochures, consumer and b2b sales support materials and trade show exhibits. Current and past clients include the Federal Trade Commission, U.S. General Services Administration, Environmental Protection Agency, Small Business Administration, SCORE, the American Psychological Association, and the United Way of the National Capital Area. Web site: www.jdgcommunications.com.
