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The Power of One: Rebuilding the Digital Brand

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Description
AUTHOR(S):

Jean Bouchenoire, Director of Brand Equity, Digital Equipment Corporation

 

DIGITAL was having an identity problem. Business units around the globe interpreted the brand in different ways. Products were sometimes barely associated with the company. Visuals appeared with a variety of texts and in many formats. If people were bewil

 

PUBLISHED: 1998

 

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