We’re celebrating another year of being in business.

And what a difference a year makes! We’ve aggressively expanded our digital capabilities, adding a talented Web and video director, Tony Tharae, to our team and producing great work like Qualcomm’s corporate overview video. We’ve entered an exciting new chapter in our history and can’t wait to begin another promising year filled with the optimism and laughter that has kept us alive for the past 26.

Clearly, we couldn’t have done any of this without the people who make it possible—our supportive clients and dedicated Baker colleagues.

Thank you, all!

I heard about the “Three E’s” many years ago from author Max Carey, and still find them to be true today. I have adopted my own versions and they are at the core of our client relationship philosophy, actually they’re probably at the core of all relationships.

Empathy, Enthusiasm, and Expertise.


1. Empathy. This is the most difficult for many people. Put yourself in your their shoes. What are their key challenges – and not only from their job responsibilities. You need to have a more holistic understanding of their situation. What are the pressures and demands they have, the obstacles they are faced with in executing, and within their work environment, what are the politics? They have a constantly changing and challenging landscape, plus the typical issues of timing and budget.

Develop a partner like mindset and demonstrate willingness and a can do attitude – that’s sincere, be there for them through the good and challenging times – that is when you win a client for life.

It is when you are truly in-tune with them and empathetic, helping them meet challenges – that you start to earn their trust and therefore loyalty. It must be genuine, coming from your heart and soul – otherwise it will not be felt.

Santa Monica, CA (March 31, 2009) — Watson Pharmaceuticals, Inc., a leading specialty pharmaceutical company, and Baker | Brand Communications have teamed to launch the company’s refreshed brand.

In 2007 Watson’s founder turned over the reins of the company to a new leader to take Watson to its next level of achievement. New leadership turned to Baker earlier this year to help articulate and express “the new Watson,” a company confident about its future and anticipating tremendous growth and opportunity. Baker refined the company’s brand platform, messages and look-and-feel, also creating a corporate overview brochure and employee culture guide.

Beginning March 31, Paul Bisaro, Watson’s President and Chief Executive Officer, will conduct a series of town hall meetings in the company’s major U.S. facilities to share the revitalized brand vision, mission and values. As part of the launch, employees will receive the culture guide as an invitation to align behind — and build — the new Watson culture.

Learn more about how Baker was able to capture the shifting culture and spirit of a company in rapid transition and poised for growth in the case study.