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How the new Smucker’s logo reflects its corporate identity


Companies need to change their branding to reflect the times.

I want to tell you about one of my favorite parts of the day. It’s late. The house is quiet, and I walk up to bed. As I lie there, I inevitably think of…something. It’s cliché, the worries that keep us up at night, but this isn’t a time of worry for me. It’s a time of quiet reflection. And one topic I often find my mind drifting to is my company’s culture.

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