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What are some strategies for small and mid-sized companies whose brands may be tired and losing relevance? How do companies with limited marketing budgets break through the noise in media channels to tell their brand story? When should corporate identity be reexamined?
This report features the views of leading corporate identity and marketing experts and case studies of two midsize organizations: the Martin guitar company and the nonprofit travel group for seniors, Road Scholar (formerly Elderhostel). Among the topics discussed are why and how brands remain valuable, expert views on “what’s in a brand,” promises and dangers of line extensions, and growing a brand through networking.