Cambridge Design Group is Honored with a 2011 American Web Design Award

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Cambridge Design Group, Inc. (CDG) is an award-winning full service graphic design studio in the B2B medical device and imaging market. Graphic Design USA (GDUSA) awarded Cambridge Design Group a 2011 American Web Design Award for their design and development of the Platinum Medical Imaging (PMI) website.

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Platinum Medical Imaging Website

Graphic Design USA Awards Cambridge Design Group 2011 American Web Design Award

Graphic Design USA (GDUSA), a national publication that annually recognizes excellence in print and web design, awarded Cambridge Design Group (CDG) a 2011 American Web Design Award for the design and development of the Platinum Medical Imaging website. PMI supplies the MRI and CT imaging markets with replacement parts and refurbished systems.

Cambridge Design Group is Recognized
For nearly five decades, Graphic Design USA has sponsored national competitions that spotlight the most important, fast-growing and valuable areas of design for business and society. GDUSA’s well-established programs and annuals focus on Graphic Design and have provided long-deserved recognition to award-winning creatives.

In recent years GDUSA added a new sibling, the American Web Design Awards. This newest competition celebrates the power of well-designed websites and other online communications to attract audiences, generate engagement and response, and promote products, services and ideas.

Cambridge Design Group, Inc., founded in 1993, is a full service graphic design studio in the B2B technology market. They specialize in corporate branding, identity, print collateral, advertising, direct mail, exhibit graphics and website design and development.

CDG has two decades of experience with a variety of technology companies, including digital radiology, medical devices, medical imaging, networking, videoconferencing and support services. Their mission is to help these companies achieve their next level of growth through targeted marketing and strong branding.

The Difference is in the Design
Cambridge Design Group received a 2011 American Web Design Award for the design of the Platinum Medical Imaging website. The PMI website is just one element of the branding strategy used by CDG. It is part of a larger branding program of website, product collateral, advertising, direct mail and exhibit graphics. CDG‘s design approach is to simplify the complex messaging of their client’s technical products or services using the right mix of graphic design, image, language and ideas. This is where the perception of a company’s products or services takes shape and is the basis for a strong brand identity.

Branding, Branding, Branding
CDG promotes consistent branding efforts for their clients, because it takes years to build brand identity and it can be destroyed very quickly in an age where news travels even faster. Selling, direct mail or advertising might get the first sale, but repeat purchases come from positive customer experiences based on quality or performance. Customers come back because these are the characteristics of a company that they crave.

Long-Term Dividends
Dr. Robert D. Winsor, professor of Marketing at Loyola Marymount University, says that a company’s brand must break through today’s information overload to pay long-term dividends. “You have to make a personal connection with customers through your brand. People want to purchase, own and consume brands that mesh with their own values or project an identity that they feel is flattering or empowering. This sense of identity and community is very potent.”

As Winsor explains, “Spending money on an effective branding program actually leads to higher profits in the long run. Branding is the most important thing a business can do. Branding does two primary things that are of great value to a business.”

“First, effective branding has the ability to provide a company with what economists call Monopoly Power. This means that through branding, a product or service can be differentiated from its competitors in a way that essentially eliminates competitors from comparisons. If potential customers perceive your product or service to have many available substitutes, your price is limited to whatever those other companies charge. In other words, branding allows you to charge higher prices because you have demonstrated your product or service is not merely a commodity.”

“The second benefit of branding is that it facilitates brand loyalty, and this means you don’t have to spend as much time or resources in selling and promotional efforts, because customers already seek out your brand. Winsor goes on, “Thus, your costs are lower. Loyalty also allows you to charge higher prices, so again, effective branding is a primary driver of profits because it gives companies pricing power in their markets.”

Cambridge Design Group, Inc. (CDG), founded in 1993, is an award-winning full service graphic design studio in the B2B technology market. CDG specializes in corporate branding, identity, print collateral, advertising, direct mail, exhibit graphics and website design and development.

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Rick Tracy
Cambridge Design Group
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