ubermore notes by Mike Williams

Far from easy
The relaunch, in the works since December 2006, offered a somewhat ironic opportunity for the company to turn its tried-and-true methods — used with clients such as DuPont, Hewlett-Packard and Malibu in recent years — on itself. But while the executives involved were experienced in the branding field, the switch was far from easy. In fact, dozens of global clients were consulted, and more than 100 names were considered before the agency settled on the Brand Union.

- Advertising Age