FRONT COVER STORY
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JOSEPH WU:
HE’S NO
DUMMY! Phyllis Gurgevich, Consulting Editor, Recycling Times
Branding Is Everything When it comes to branding your company, you simply can’t be all things to all people. Your brand is your promise to your customer: telling them who you are, what sets you apart from your competition and most importantly, what they can expect from your products and services. So it must be exact. Green Project of Hacienda Heights, California, under the combined leadership of President Joseph Wu and CEO Roy Fan, has been extremely successful in building, communicating and delivering a company with a strong reliable brand in the
B2B aftermarket imaging supplies arena. Everything from their logo, advertising, and uniforms at trade events all the way through to their production, packaging and delivery told customers what they could expect and assured customers that Green Project would deliver on its promise. That promise is to deliver a product that helps protect the environment, reduce waste, is of the highest quality and all of this at an affordable cost. An exact, cohesive branding strategy will effectively tell your target customers who you are, and why your product or service is the best choice to match their needs.
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