On Branding

Jeffrey Hubbard

Category: Creative


In our view, a brand is the sum of experience a consumer has with a product or service. For this reason, a successful brand is like a relationship since there needs to be regular communication and new experiences.

At NJI, we aim to create a brand by establishing a human connection. This human connection is more than a logo — the brands we create are a system. A system that does one job and one job only: communicate. At risk of sounding like a free-loving hippie, we care more about what people feel when they communicate with a brand versus what they see. This is why we focus on designing for emotion rather than sticking to trends. Our brand systems permeate all client owned media channels to reinforce the human connection by creating a consistent experience for our clients customers.

With this philosophy, some our clients [Business Round Table/National Beer Wholesalers Association/U.S. Travel Association] came out on top in the APCO Worldwide survey on successful public affairs campaigns.

APCO TradeMarks



This post was made possible by Alex Sailer.

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