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Mirant hired Siegelgale of New York, a branding and strategy agency, to develop its new name and create a branding and marketing strategy.
True Value Company, Chicago, hired Solve, Minneapolis, for a new assignment, brand agency of record, to create a branding effort that will be introduced in the spring and be focused on the heritage of the True Value chain and its retailer-owned hardware stores.
Gore gave the speech for free, Y&R says, since the agency has donated its time to create a branding campaign for Gore's "Save Our Selves, The Movement for a Climate in Crisis" and its Live Earth 24-hour, seven-continent concert to be held on July 7 , 2007
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"It makes sense to create a brand," he added.
"We are going to create a brand new brand.
I want to create a brand in its own right.
"We will probably create a brand with this," he said.
"Three years ago, you could create a brand for $10 million.
And what better way to create a brand image than to create your own clothing line?
"It was my goal to create a brand that would live on beyond my name.
The aim is to create a brand that is at once universal and aspirational.
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