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The Art of Evolving A Big Company Brand

Big Company Brand : It’s pop quiz time, folks.  Quick, what’s the first thing that comes to mind when I say?: BMW           (ANSWER:   “The ultimate driving machine.”) Nike            (ANSWER:   “The swoosh.”) Apple          (ANSWER:  “Products designed to be incredibly desireable.”) Xerox   —   Yeah, yeah… “The copier company….” This little