Award Winning Healthcare Brand Development Experts Launch Novel Business To Build and Fiercely Protect Brand Identities

Guard Dog Brand Development, LLC opens its doors in NYC

NEW YORK - March 2008 – Award winning healthcare brand development experts Camille DeSantis and Maria Casini are excited to announce this month the launch of Guard Dog Brand Development, LLC (GDBD), a novel brand development company focusing exclusively on the healthcare sector, including biopharma/biotech companies, health systems/hospitals, pharmaceutical companies, and their products and innovations. GDBD blends strategy, design, and long-term commitment to make all communications channels consistent, cohesive, and relevant, thus ensuring the relationship between their clients' key stakeholders and their clients’ brands are loyal and sustainable.

GDBD has a unique position, being the first independent brand development agency to adopt a silo-busting approach to brand identity and strategic brand design. "When a brand’s identity and message platform is approached in silos, you run the risk of being off message," said Camille DeSantis, BS, MT (ASCP), Co-President and Managing Partner, Brand Strategy and Client Service of GDBD. "Eliminating silos in the brand development process will foster consistent communication and ultimately be more cost effective for our clients."

"Many people may not fully understand the distinction between brand development and branding", said Maria Casini, Co-President and Managing Partner, Strategic Brand Design of GDBD. "The work GDBD does is more than just creating a logo or color palette; there is a strategy to developing a visual language for a brand and that strategy works hand in hand with the overall brand identity strategy."

GDBD’s services include strategic brand positioning, message platform development, brand brief development (which becomes the platform), strategic brand design of the "look and feel" and key elements such as the brandmark, or logo, visual system guidelines, implementation, monitoring, and ongoing strategic guidance.