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Steering the brand in the auto industry

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Description
AUTHOR(S):

Jéan-Leon Bouchenoire, Principal, GlobalBrandOne

 

Anne Asensio came to General Motors in spring 2000 as design director for GM's brand studios. Formerly director of design for medium-sized cars at Renault, Asensio brought with her a reputation for being an agent of change. Indeed, as she tells brand cons

 

PUBLISHED: 2003

 

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