about CDG
What Can We Do for You?
Cambridge Design Group, Inc. (CDG), founded in 1993, is an award-winning full service graphic design studio in the B2B market. Let us work with you on your next corporate branding, identity, print collateral, advertising, direct mail, trade show graphics or website design and development project. We have expertise that includes graphic design, illustration, copywriting, project management, and purchasing of photography, printing and direct mail services from outside vendors.
We have years of experience with a variety of technology companies, including digital radiology, medical devices, medical imaging, networking, videoconferencing and support services. We specialize in helping these companies achieve their next level of growth through creative and targeted design, resulting in a marketing and branding strategy that leads to a more profitable company.
Now that we’ve been formally introduced, let’s get to the good stuff.
The Difference is in the Design
Our design approach is to simplify your complex, technical products or services using the right mix of graphic design, image, language and ideas. It is about successfully communicating your message to your target audience in a clear, concise and captivating manner. This is where the perception of your company and its products or services takes shape and is the basis for your brand identity.
So how do we achieve this? We believe great work starts with great relationships. Successful communication of your messaging to your target audience can only take place if we know what you’re all about. We can’t design in a vacuum. We want to know what you know so we can create a perception of your company that will make your competitors jealous.
Our Philosophy in a Word… Branding, Branding, Branding
If you haven’t figured it out yet, we see branding as the action item that should be at the top of your to-do-list. Consistent branding efforts are important, because it takes years to build brand identity and it can be destroyed very quickly in an age where news travels even faster. Selling, direct mail or advertising might get you the first sale, but repeat purchases come from positive customer experiences based on quality or performance. Customers come back because these are the characteristics of your company that they crave.
Your brand must speak to who you are, and only then will it resonate with your target audience so you can reach for the Holy Grail of marketing, brand loyalty. In other words, we want your target market to think of you when they have a need for the services or products you offer.
Long-Term Dividends
Dr. Robert D. Winsor, professor of Marketing at Loyola Marymount University, says that your brand must break through today’s information overload to pay long-term dividends. “You have to make a personal connection with customers through your brand. Your brand has to connect with people on some level: emotional, personal values, or a sense of personal identity or community. People want to purchase, own and consume brands that mesh with their own values or project an identity that they feel is flattering or empowering. This sense of identity and community is very potent.”
As Winsor explains, “Spending money on an effective branding program actually leads to higher profits in the long run. Branding is the most important thing a business can do. Branding does two primary things that are of great value to a business.”
“First, effective branding has the ability to provide a company with what economists call Monopoly Power. This means that through branding, a product or service can be differentiated from its competitors in a way that essentially eliminates competitors from comparisons. If potential customers perceive your product or service to have many available substitutes, your price is limited to whatever those other companies charge. In other words, branding allows you to charge higher prices because you have demonstrated your product or service is not merely a commodity.”
“The second benefit of branding is that it facilitates brand loyalty, and this means you don’t have to spend as much time or resources in selling and promotional efforts, because customers already seek out your brand. Winsor goes on, “Thus, your costs are lower. Loyalty also allows you to charge higher prices, so again, effective branding is a primary driver of profits because it gives companies pricing power in their markets.”
Former CEO says, “It’s All About the Brand.”
Please read our interview about branding with the former CEO of Orex Computed Radiography. He is now the former CEO because our branding efforts helped Orex get acquired by Kodak for $55 million. The Difference is in the Design.
We’re looking forward to your next step.
Rick Tracy
Creative Director
Cambridge Design Group
