Schwartz to launch new business in SF

SAN FRANCISCO: Schwartz Communications has launched a brand

management practice led by Gary Thompson, a founding director of the

Reputation Institute and a former president of Shandwick


The business will be headquartered in Schwartz's San Francisco office,

which Thompson was hired to lead last November. "I started with the

ideal of managing this office and dealing with the economy," he said.

"But this is something that I'd like."

Thompson said that during the past few years the idea of building an

enduring corporate brand was subsumed by hype. However, "now that we are

getting back to a more normalized environment, companies need to focus

on getting employees and customers to understand what the business is

all about," he said.

He added: "For technology companies, the company itself is the brand,

and that corporate brand must be clearly defined, communicated, and


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