Abstract
WHILE THE CONTENT of any brand is ultimately defined and supported by an organization's people, services, and products, the corporate name and logo are essential shorthand for delivering brand messages. In the saga of Imation, told here by Alvin Schechter, we learn how a company spun off from 3M translated its vision and mission into a name and symbol it believes will ultimately help it stand alone as the leading international brand in the information and imaging business.
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