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Strategic branding: Leveraging technology and design at Ernst & Young

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Peter Burger, Supervising Associate, Ernst & Young; David Reyes-Guerra, Director, Brand Strategy and Management, Ernst & Young


It was January 2002, only four months after accounting irregularities at Enron first hit the headlines, and the reputation of the famed energy company was on the skids, along with that of its auditor, Arthur Andersen. As the Andersen brand name imploded a




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