hufriedy rebrand award

Hu-Friedy is recognized as a 2012 Rebrand 100 Global Awards winner

Hu-Friedy Mfg Co., LLC, was named one of the world’s most effective rebrands in the eighth annual Rebrand 100 Global Awards. This award is the highest recognition for excellence in brand repositioning. Hu-Friedy’s rebrand initiative focused on updating the company’s visual identity, brand architecture, and overall positioning to reflect a broader value proposition to the global dental industry, which it has served since 1908. The refreshed brand highlights the company’s expanded solution portfolio, value-added service offerings, and unique approach to engaging the global dental community through education and innovative social media programs.

“Many projects had big ideas expressed elegantly through all methods of engagement—language, visuals, sound, etc.” said Shashi Caan, Founding Principal, The Collective US and UK 2012 juror. Each year, an international and multidisciplinary mix of industry experts convenes to jury this annual competition. They consider “before” and “after” representations of brand transformations with written summaries and supporting elements that showcase integration of social media and mobile engagement.

A small consulting firm or brand had as much opportunity to be selected as did global organizations with exponentially greater budgets since the name and size of the brand strategists are hidden from jurors during their review process. Emphasis was on executed strategy that made an emotional connection and met the stated objectives and needs of the identified target audience and prospects.

“We thank Rebrand for this tremendous honor.” said Patrick Bernardi, Hu-Friedy’s vice president of global brand marketing and communications. “The dental industry has experienced dramatic changes over the years, and with our rebrand initiative, we want to ensure we communicate all the fresh and impactful ways in which Hu-Friedy is helping dental professionals perform at their best. We are thrilled that Rebrand feels that the work was well accomplished.”

The 2012 winners represented over 28 countries and 34 industries. They ranged from One Foundation from Global Ethics Ltd, Pfizer, National Music Centre of Canada, Merck Millipore, and Cisco. In addition to in-house teams, small agencies, and representatives of multinational corporations and non-profits, competing firms included Interbrand, SNK, Lippincott, Siegel+Gale, and Brandient.

The full 2012 winners showcase is at

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