Brand and corporate identity developed by HRB highlighted in book on branding

Cedar Rapids, IOWA (May 28, 2008) A brand and corporate identity program developed for RK Dixon by Henry Russell Bruce (HRB) was recently featured in branding expert Duane Knapp’s book BrandPromise: How Costco, Ketel One, Make-A-Wish, Tourism & Other Leading Brands Make and Keep the Promise that Guarantees Success. The feature highlighted how RK Dixon practices its promise to customers every day.

Knapp chose RK Dixon as one of ten “one of a kind” brands that deliver their promise to customers. Other “one of a kind” brands included Ace Hardware, the Mayo Clinic, Ketel One, and Nordstrom.

Knapp highlighted RK Dixon’s story in a chapter that focused on the development of strong brand promises and the commitment needed to live those promises.

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“They promise their copier, printer and network clients that everything just runs better. Their employees take ownership of the customer experience…and prove that success comes from the size of the promise, not the size of the company,” said Knapp.

HRB worked with the document, imaging and IT company to develop a new brand and corporate identity that spoke directly to its customers. To create the new brand, HRB implemented the HRB BrandPlan™, a proprietary process that involves setting brand goals, conducting research, determining a brand personality and setting brand metrics. Through this process, the tagline “Everything just runs better” was created.

“The HRB BrandPlan is an all-encompassing process that explores every angle in creating a new brand,” said Steve Erickson, HRB creative director and partner. “In creating RK Dixon’s tagline, it was important for us to analyze the current perceptions of the company through research of its customers, employees and other audiences to develop one that really spoke to customers.”

Knapp is recognized as an expert in branding. He advises executives of more than 300 brands worldwide, who want to optimize their brand’s perception and image. His book was launched earlier this year. For more information about BrandPromise or other Knapp material, please visit brandstrategy.com.

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Henry Russell Bruce is a strategic marketing firm that uses research, brand-building, advertising, public relations and Web strategies to help clients grow market share, generate new business, create brand loyalty and measure marketing results to build and support its clients’ brands. HRB, founded in 1973, has offices in Cedar Rapids and Davenport, Iowa. For more information, contact HRB at 319.298.0242 or 563.322.0577