Rethinking The Brand For Baxter Merger

Rethinking the Brand for Baxter Merger

When pharmaceutical giant Baxter acquired Immuno International AG of Austria, Carol Caley & Associates was asked to develop materials for an internal and external re-branding. The effort was designed to bridge two distinct corporate cultures and to launch Baxter Hyland…

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Core Values make the Brand Promise

“A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”—Michael Eisner A great brand makes an emotional connection. When we see something we can believe in, our values…

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What Is A Brand?

What is a brand?

A brand is defined as: the image or impression your customers have of your business. It is something customers have in their minds, an idea. Nike, Starbucks, Apple and Trader Joe’s are four great examples. It’s not about the shoe…

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