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

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Description
AUTHOR(S):

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

 

PUBLISHED: 1997

 

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