situation: A 100 year old name in the school publishing industry needed to move all of their search and catalog software products into one, web-based $100 K district server-wide product. The new product brand needed to: Retain credibility and marketplace equity of the parent (Follett) while • communicating a “never been done before” new product brand (Destiny) Resonate the correct balance of new technology and a friendly, • easy-to-impleme

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