BtoB

AutoNation launches branding initiative

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Ft. Lauderdale, Fla.--Looking to build national clout from a multiregion presence, AutoNation Inc., Ft. Lauderdale, Fla., said Thursday it has adopted a new national e-brand. The move is designed to parlay AutoNation's presence on the Internet into a more cohesive message at its 400 brick-and-mortar locations. Launching Thursday at 30 dealerships in Florida, the branding campaign will feature new outdoor graphics and a ``Wayfinder'' logo designed to tie the brand to the Internet. AutoNation's strategy is significant to b-to-b marketers because it underscores the power of a strong Internet brand and how one business is transforming itself to deliver a more cohesive global presence. Advertising supporting the branding campaign has been developed by Zimmerman & Partners, Ft. Lauderdale.
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