1 | Slack and Company, LLC | 233 N. Michigan Ave., Suite 3050 | Chicago, IL 60601 | T 312-970-5800 | W slackandcompany.com Building a brand from the bottom up 2007–2008: Start spreading the news Fellowes, a manufacturer of premium personal and commercial office equipment, is known for innovation and inventive patented features—they introduced the first personal shredder in the early 1990s. Business consumers cited the tendency to jam as their biggest frustration with office shredders, so Fellowes responded by developing the world’s first and only 100% Jam Proof shredder. And they came to Slack and Company to launch the new product. The launch presented two unique challenges. First, we had to persuade channel partners, many of whom already sold their own private-label shred

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