Tony Spaeth

His work developed the premise that institutional branding systems are best understood as tools of leadership – tools to establish directional clarity, motivate performance, and affect structural change as well as to revitalize market presence: "In preparing an imaginary consulting proposal, the author provides a practical, comprehensive overview of two major groups of identity issues: content - making sure the program is right; and execution - making sure the program is working.

[3] From a base in Rye, New York, since 1990 Spaeth has provided identity planning and creative counsel to scores of clients in diverse categories.

He is credited with such corporate brands as Dow Jones, Eastman Chemical, Celera Genomics, Flowserve, Commonfund, FIRST Robotics and Outward Bound USA.

(Tony Spaeth - Brand Evolution - The Conference Board, 2009)[4]"A downturn can represent an opportune time to rebrand.

You’d think more would publicize their shifts with new logos and identities, particularly when newspapers and TV stations are practically giving away ad pages and commercial slots.