• Table of Contents
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• Exclusive News
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by Katherine B. Ponder

Tales of Whoa!—When and How Rebranding Is the Right Move

“What’s in a name? That which we call a rose/
By any other name would smell as sweet.”
—Romeo and Juliet, Act II, Scene II

Shakespeare’s phrase may be true, but who among us, as modern consumers, would even give a trial sniff to a flower that has a less than alluring name? So it is with corporate branding, and rebranding is even more challenging. Read more.

Features Company Spotlight Primerica: Creating Independence by Barbara Seale If the history of financial services direct seller Primerica were captured in a book, its latest chapter would have opened on April 1.  For Primerica, that wasn’t April Fools’ Day. It was Independence Day—the day of its initial public offering (IPO), one of the most successful Wall Street has ever seen. Read more. Young Company Focus Thirty-One Gifts: Gifted and Talented by Lauri Dodd Thirty-One Gifts is turning heads for their ability to rack up incredible growth numbers, while maintaining a close-knit family feel. Read more. Industry with Heart One Child at a Time—Amway’s One by One Campaign for Children by Tori Brown Amway’s Corporate Citizenship Program has been around for a long time, even before it was named. Jesse Hertstein, Amway Senior Corporate Citizenship Specialist says, “Before we started calling it Corporate Citizenship, it was just a way we did business—an ethic and value that was baked into the DNA of our company.” Read more.   In Every Issue Exclusive News Sterling Strategy: Avon Acquires Silpada   Industry News 100 People Making a Difference in 2010 Financial Report Second-Quarter 2010 Results, First-Quarter 2011 Results, Dividend Report Click here to download the July 2010 Stock Watch   Working Smart Key to Managing Successful Events—Hire a Meeting Planner by Cortney C. Carroll 10 Tips for Producing a Successful Virtual Event by Kimberly Medaglia   New Perspectives Reflecting a Direct Sales Brand via Innovative Sports Sponsorships by Gordon Morton  TOP DESK with Richard Wright Build a Reputation— Build a Business-Reputation is everything in the game plan for success.   Back Page Making a Difference, If Ever So Quietly

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Related Entries:

• Industry News >> Tales of Whoa!—When and How Rebranding Is the Right Move
• Exclusive News >> Sterling Strategy: Avon Acquires Silpada
• Industry News >> 100 People Making a Difference in 2010
• Publishers Note >> Letter from John Fleming
• Industry with Heart >> One Child at a Time—Amway’s One by One Campaign for Children