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Does your business suffer from multiple personalities?

By Leo Valiquette

There’s a fitness club in my neck of the woods that broke away from its corporate mothership and rebranded itself with a new name a couple of years ago. I shake my head every time I visit the place and still see the mothership’s name on the company vehicles and on the guest wi-fi account.

It’s all the more painful because it’s a former client I worked with to develop new brand messaging and promotional copy.

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