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When Philip Morris sought to shed years of controversy with a brand change, it dipped into the Latinate well.
"Passengers could see through a superficial name and brand change, especially after the global media coverage of both incidents".
The brand change has cost $7m and BP plans to spend a further $100m a year developing it.
Downstairs, in an office filled with antiques from the 1920s and '30s, two of the young people leading the brand change showed no surprise at the workers' comments.
Comcast, which has been planning for the brand change for some time, is hoping the new name will sharpen its image as an innovator as it introduces more high-definition channels, faster Internet speeds and other improvements.
IF you want to sell a potential client on your company's brand, change your employees' work habits or overcome voters' doubts about your fitness to occupy the White House, then a certain self-effacing Harvard professor just might offer some guidance.
Similar(47)
"This woman's entire brand changed," Ms. Cassidy said.
The first of the brand changes will happen quickly.
Brand changes don't just concern big corporations.
But even as her brand changes, her trademark look has not.
Once they stop making decisions like that, the Yankee brand changes".
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com