Brand Development GS Global Resources hired Karl James & Company to unify a once-confusing patchwork of business-to-business companies under a single brand. Founded four decades ago, the newly named and branded GS Global Resources now has a distinct value proposition that guides employees in their individual roles and a brand position that serves as a driving force for every action taken by GSGR. Karl James & Company started by answering the question: “How do you create a compelling story that differentiates a system integrator in the minds of OEMs?” Executive Strategy Session Guides Brand Research Karl James & Company’s brand architects and market researchers worked with GSGR executives to set the course for the next 40 years. Executive strategy sessions created the foundation and agreeme

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