Dale Carnegie Training


Identity System

"Constructing Comprehensive Global Identity Programs"

When we began working with Dale Carnegie Training, it had a highly fractured corporate image, resulting from the use of numerous names and marks around the world. We designed a comprehensive identity system to solidify the global power of the brand and to effect a striking update of the image.

The system included a new mark, signature system, stationery and literature formats. We wrote and redesigned all of the company’s basic sales brochures and provided formats for classroom materials (from manuals to charts and booklets). We also wrote and designed an extensive identity guidelines manual and stationery manual to assist in on-going local implementation.

In an organization where 140 franchisees in nearly 70 countries hold local purchasing power, buy-in to the program was critical to its success. Promotion of the program and ease of use resulted in a 93% rate of correct and thorough implementation.


Back to Identity System


Catalogs

"Reinventing the Brand — Imaginatively but Consistently"

We design virtually all Dale Carnegie Training materials. This gives us the opportunity to constantly present the basic graphic elements of the identity system in fresh, exciting ways that support the integrity of the brand.

Examples of this are the direct mail catalogs mailed nationally four times a year. The design options for these 24 page catalogs are limited, because they are information intensive and are printed in only two colors. Yet, each piece must be distinctive and eye catching. Using the Dale Carnegie Training mark in unusual graphic treatments that are evocative of the digital age and combining it with carefully chosen photos of smart, engaging executives not only serves to build the brand image but also results in strong direct mail response.


Back to Catalogs


National Ads

"Developing a Voice to Support Specific Brand Messages"

Dale Carnegie Training enjoys one of the most recognized brands in the world. But many business leaders — and potential customers — associate the organization solely with its founder and a bygone business era.

To begin to change this perception, we conceived, wrote, designed and executed a series of national ads for Business Week, Fortune, Forbes and training trade journals. Successful executives were chosen from “now” industries, such as a web software leader and a nuclear power provider. Photographs of these senior executives in their workplaces were accompanied with powerful testimonials attesting to the specific ways the training has contributed to their current level of success.


Back to National Ads


Sales Site

"Finding Ways to Insure a Cohesive Brand Message"

To promote a unified corporate message, in look and voice, we developed an internal marketing site for Dale Carnegie Training. On this site, virtually every marketing piece created for corporate or at the request of local franchisees is posted for others to use or adapt to local needs. The site not only provides all the tools an office would need to market itself, but also serves as a forum for the exchange of ideas.

Because every posted item is created under corporate control, all aspects of the materials — such as language, visuals, and photographic style — are consistent and meet corporate brand standards.


Back to Sales Site


Course E-Ads

"Linking Online and Print Materials to Extend Brand Influence"

We create e-ads for each of Dale Carnegie Training’s course and seminar offerings. United under a single “e-nouncement” banner with an active interpretation of the corporate mark, each course is presented in discrete brilliant colors and photographs that reflect the corresponding printed course materials.

These e-ads provide local sponsors with a ready-to-use tool to sell online and allow corporate to deliver a strong, consistent and unified message no matter what office the e-nouncement is originating from.


Back to Course E-Ads