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With participation of stakeholders across the copper value chain, we created and tested a series of positioning scenarios for both copper as a material and the network of associations that promoted it. The resulting positioning strategy united the network under a new Copper brand and a new organization called Copper Alliance. The organization’s purpose was redefined to include promoting copper for applications where its superior performance created the highest benefit to society. One of the most important of these new activities was to promote the use of Antimicrobial Copper touch surfaces.
Brand
Verified (3)

Michael Sherain

Management Consultant

Mark Ronan

Brand Strategy Consultant

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