corporate image

Before the term "branding" was ever coined, there was Corporate Image. This printed insert to Crain's New York Business was designed to show business owners the advantages of creative professionals in building image and sales, and to spotlight advertisers from the local creative community. Here's how the media kit put it:

The Message. Design and marketing are powerful forces in the marketplace. It's what sells cars and compact discs. It's what makes a hit movie out of a mediocre one. And it makes household names out of less glamorous products like toothpaste and insurance.

Corporate Image tells New York business executives how it can make a big difference in the selling of their products, too.

CI shows how corporate image professionals (graphic, industrial, and interior designers; advertising, public relations, marketing, and direct marketing agencies; writers, printers, photographers, film & video producers; image consultants, etc.) actually save and make money for their clients.

CI's editorial illustrates the relationship between corporate image and profit. And the advertising provides the next step: the names of professionals who are ready, willing and able to help their clients make higher sales a reality.

The Market. Every company needs advertising. Every company needs stationery, business cards, and sales materials. Every company has an office that needs fixing up. But until now, there was no way for small and medium-sized businesses in New York City to be matched up with appropriately-sized corporate image suppliers.

Corporate Image, a free-standing insert in Crain's New York Business, plays matchmaker between corporate image professionals and the business executives who need them.

CI is designed to be noticed, read, and saved by Crain's readers. CI's color printing, glossy paper, and much-needed editorial message ensures that it is referred to again and again.

Most New York companies have heard of Saatchi & Saatchi Advertising, but are too small to use them. Most of them have heard of Time-Warner, but are too small to hire them, too.

Corporate Image serves both reader and advertiser by matching the right-size services to the right-size companies.

Concept creator, designer and writer: Bill Weber

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