What does the Guard Dog name mean?

When we were forming the company, we asked our clients what their experience was in working with us. They spoke of our highly trained, disciplined nature, and the level of loyalty and trustworthiness we exhibited. When shown a short list of names, they universally picked Guard Dog to best describe their positive working experience with us.

What does GDBD's tagline Fiercely Protective^® mean?

Our tagline was actually written by our clients. They told us that when we were their brand stewards, they felt right from the start that we were watching out for them and their brands, going that extra mile, not settling for anything less than excellence, and ensuring top-level talent was always dedicated to their business.

What does GDBD do?

GDBD is a brand development company. Brand development is an amalgam of brand strategy and strategic brand design and GDBD specializes in both.

Whom does GDBD provide its services to?

Biotech, life sciences, pharmaceutical, and medical device companies; hospitals/health systems; non-profit organizations; and any company with a focus in healthcare.

Does GDBD only work in healthcare?

With a deep understanding of the nuances that make healthcare development different from developing brands in other industries, the award-winning team at GDBD is passionate and highly specialized in all things life science. However, GDBD is open to providing brand development services outside of healthcare on a case-by-case basis.

What sized companies does GDBD work with?

GDBD works with companies of any size and scope – from start-ups to Fortune 500 companies.

Will GDBD accept project/consulting assignments?

Yes. GDBD does both comprehensive brand development and project/consulting assignments.

What is the difference between brand development and branding?

Brand development is an amalgam of brand strategy and strategic brand design that creates a consistent, cohesive, and relevant identity. Brand identity can increase the awareness, valuation, and growth of companies and their products. Branding is the application of a brand identity across communications channels and tactics. An example of branding would be an advertising campaign or website.

My product is in Phase I/II. Why would I engage GDBD this early?

Developing a science identity in Phase I/II can help pave the way to successful commercialization, and, ultimately, valuation of the product. Consider it this way – from the moment your pipeline product is discussed, even when it is being referred to by code letters, you have a "brand." Key stakeholders are forming gut perceptions of your product (and of your company) based on what they are hearing and seeing. The gut feeling IS your brand's image. Investors will invest based on that image and the perception of value. Analysts will rate your company higher – or lower – based on the brand image. Key opinion leaders will want to be investigators in your clinical trials – or not – depending on the image they have of the pipeline product and of your company. Commercialization partners will be attracted to your company based on the brand image and perception of value – or not. So it makes sense to set aside budget to develop a science identity for a pipeline product in Phase I/II to begin to develop its scientifi c platform and to clearly, consistently, and cohesively communicate information about that product.

My product is in Phase III. Why would I engage GDBD instead of engaging an advertising/marketing agency?

Traditionally, brand identity development has been reduced to a "positioning statement" and "brand personality" workshop exercise typically conducted by an advertising agency just prior to developing concepts and messaging for a marketing campaign and a string of tactics. The entire focus of that process is on one communication channel – advertising/marketing. Yet it is critical to understand that brands today are experienced holistically across various communication channels. How your audiences experience your brand needs to be consistent, cohesive, and relevant to them regardless of the communication channel in which they first encounter the brand. And, unlike a marketing campaign that is designed to be transient, your brand identity needs to last in order for trust to build with your key stakeholders. To ensure a strong singular brand experience and to minimize the risk of brand fragmentation, the brand identity needs to be developed first with a silo-busting, channel-neutral, objective agency like GDBD. Brand identity development by GDBD creates the powerful amalgam of brand strategy and strategic brand design which makes all communications channels, and the agencies responsible for those channels, more effective.

My product does not yet have a trade name. Would I engage GDBD before engaging a name development company?

Yes. The best trade names are those based on a brand identity strategy, one that is consistent, cohesive, and relevant across communication channels. In effect, the trade name is a "branded application" of the brand identity strategy. GDBD can create both brand identity development and name development for your product, or GDBD can create the brand identity for your product and collaborate with the name development firm of your choice to ensure the name development process is on strategy.

My company has not evaluated its brand image valuation in over 3 years. Is now a good time to do so?

Yes. Corporate brand image valuation is best evaluated at least once every 3 years. GDBD has a proven, proprietary tool called the Asymmetric Information Dynamic Ratio™ (AID Ratio™) that is designed to measure the perceptual value of the corporate brand both inside the organization and among its key stakeholders outside the company. This tool provides valuable insights into corporate brand identity management.

How is GDBD structured?

GDBD is an LLC with two managing partners and a team of A-level brand strategy, strategic brand design, and brand implementation experts.

Where is GDBD located?

GDBD is located in the historic Union Square section of New York City, in the heart of Manhattan at 853 Broadway just off of 14th Street.