Tip Sheet: A Branding Agency Rebrands & Lessons Abound

When Moore Communications Group began in 1992, the organization consisted of three people—me, myself and I. I had no computer, no phone and no clients. I did, however, have strong contacts in the community and the determination to make my company great. Since our humble beginnings two decades ago, we’ve conducted major branding campaigns on behalf of clients such as Ford Motor Company and FedEx, winning awards for our efforts. But when we decided our agency needed a new brand to better align with the robust services we offer, we were quickly reminded of the enormous challenge in refreshing a brand.

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