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Brand reinvention

Published on .

It doesn't have to be broken before you start working out how it might be fixed-or even completely reinvented. Read about the strategies and tactics used by three marketing chiefs-Pontiac's Mark-Hans Richer, Lacoste's Robert Siegel and Campbell Soup's Paul Alexander-to turn their brands around. Also in this issue: columnist Peter Arnell on heeding brand roots; marketing expert and former Starbucks marketing man Scott Bedbury on how not to stage a reinvention; and ANA President-CEO Bob Liodice on brand-building's role within a marketing rebirth. Plus: Noted author Seth Godin makes a case for change.
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