cobranding

Authentic Organizational Partnerships: Co-Branding and The Abercrombie & Fitch Trauma Center

March 27, 2008

Tweet (photo from TheConsumerist) In an earlier post we considered how the new name of the Abercrombie & Fitch Trauma Center might affect the Center’s employees. Here, let’s consider why a partnership between Abercrombie & Fitch and the Columbus Children’s Hospital is inauthentic. And, let’s consider what criteria should be used to evaluate whether a […]

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Authentic Organizational Partnerships: Organizational Brands, Names, the Columbus Children’s Hospital, and the Abercrombie & Fitch Trauma Center

March 19, 2008

Tweet + = ??? In an earlier post, I mentioned that authentic organizations might find it hard to find appropriate partner organizations, because the qualities of the company you keep are often inferred to be the qualities of your organization itself. And now, in the news , is a great example of this very problem: […]

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