Branding - Who Leads and Why Should You Care?

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One of the things that stuck most in my mind, from the many presentations at our mega European shared services conference last week, is how important the naming and branding of shared services organisations is. Forecourt retailer Petrogas, for example, has spent a lot of time and money in developing its "Applegreen" brand, the result of an extensive financial transformation driven by shared services. And in a lively debate on stage, a panel of shared services dignitaries considered "What's in...
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