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Aug 31, 1998

Dream weavers

The world of IR and advertising

When Fortune Brands launched an advertising blitz announcing its name change from American Brands in June 1997, the company eschewed focus groups, audience surveys and other traditional gauges. Instead, James Gregory at Corporate Branding Partnership, which acted as Fortune Brands’ agency, simply kept his eye on the stock ticker. And over the next several weeks, much of it spent in a quiet period before earnings results, the stock rose 26 percent compared to 6 percent for the company’s

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