Leveraging a foundation: 'Start Right. Start Here.'

Fazzini, Kate
March 2007
Home Channel News;3/19/2007, Vol. 33 Issue 4, p26
The article offers information on the marketing strategies of Chicago, Illinois-based True Value Co. It is stated that in 2006, True Value repositioned its brand by starting an advertising campaign titled "Start Right. Start Here." According to Carol Wentworth, True Value's marketing executive, the campaign involves online advertising and the launch of a consumer magazine. It is informed that the company also plans to start new advertisements and a micro site.


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