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Archive for November, 2014

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To state the obvious your brand name is who you are not what you do.

I’m minded to write this because the gym I use has just changed hands and the new owners have seen fit to change its name. I’m puzzled that they should do that because it was an still is a stand alone business and presumably as its been bought there is now some goodwill on the balance sheet. This goodwill reflects the business’s customer base and the reasons behind its loyalty. (more…)

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