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