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ORLANDO, FLA. - BrandSource CEO Bob Lawrence pushed expanded use of the group's brand name for all of its members and its new brand ambassador - Kathy Ireland - as tools to successfully compete with national chains.
Lawrence's speech to members during the group's Summit at the Marriott World Center, here on Presidents' Day weekend, sounded like the introduction of "BrandSource 2.0," saying, "BrandSource is the only industrywide initiative that will help the independent reverse a 10-year trend and create awareness to help independents successfully compete today and in the future."
He revealed that the BrandSource concept, which was fully implemented in 2002, is used by 30 percent of its members in signage on the exterior of their stores, and 35 percent use it in their advertising. "With Kathy Ireland as our brand ambassador, there is no excuse anymore...