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SAN FRANCISCO, CA — September 9, 2008 — BGDi, a branding and creative agency, has changed its name to RadiantBrands to better communicate the essence of its mission: build unique client brands that stand out amongst their competitors.
Steven Donaldson and Michael Zinke, the founders of BGDi (Brand Guidance/Design intelligence, a brand strategy and creative agency), have followed their own philosophy in the renaming process — bring your value front and center with your audience. Mr. Zinke said "It's our customer promise: with every brand we focus on customer connection and loyalty. The customer connects to what is authentic in their experience — what stands out and has meaning to them."
RadiantBrands has evolved an approach based on understanding customer interactions with brands and a focus on shaping the customer experience through strategy, naming and creative brand platforms in the web, print, interactive media and environmental design.
"Given that consumers are so inundated with messages, images and marketing slogans, says Steven Donaldson, "they will only remember brands that are consistent and relevant to their own experience. Being "radiant" is a quality we want to bring to brands, big or small, in their marketing and web presence."
BGDi, founded over 20 years ago, has continued to expand its capabilities, always with a fundamental focus on brand as the power behind its client work. Building differentiation and unique value to connect with customers is key to Radiant's approach. Recently, Radiant has extended its capabilities to the development of e-commerce websites. "We see how critical the brand experience is for e-commerce customers — the positioning, the messaging, the name and creative all must connect in the customer's online experience," said Mr. Donaldson.
RadiantBrands will continue to operate out of its current offices in Berkeley to deliver branding, creative services and web development for retail, manufacturing and B2B clients nationwide.
About RadiantBrands
Berkeley-based RadiantBrands is a branding and creative services agency. With over 20 years of experience as BGDi, Radiant builds brands through brand strategy, naming, visual branding, corporate identity, advertising, collateral and direct campaigns that integrate print and web-based marketing. Clients ranging from Fortune 500 companies to high growth technology start-ups have benefited from RadiantBrands' creative and strategic services in developing and communicating brands.
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