Fisher: Organizing from the inside out Brand Consensus and Corporate Vision

When Fisher hired FITCH to sort out its brand structure, we had a lot of work to do. For 85 years, they had been developing three categories of business—broadcasting, property management, and flour mills—none of which had a visible relation to the other.

While each category of business had been successful, none were adding to the value of the whole. The organization had difficulty promoting strong, coherent brand messages to its customers and target markets.

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