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When a Company Becomes a Brand: An Interview with Haworth, Inc.’s John C. Berret

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Bob Robbins, Chief Operating Officer, BrandEquity International; Anne McCuen, Vice President of Design and Strategy, BrandEquity International


This is a conversation about durability, flexibility, and branding. Haworth produces office and institutional furniture in North America and Europe. As the company has expanded its market through acquisitions, it has developed an identity strategy that ab




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