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Case Study: Repositioning an Iconic Brand is Sweet Spot For the Girl Scouts of the USA

March 10, 2008

Company: Girl Scouts of the USA Agency: CRT/tanaka Timeframe: July 2006-March 2007 The Girl Scouts of the USA's (GSUSA) cookie program arguably is its most iconic brand asset nationwide, despite the organization's decision in 2006 to not actively promote the activity; rather, its leadership strategically...

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