Corporate Identity   Water Quality Products May 2003   Walt Denny
Every company--both large and small--needs to create a strong corporate identity that synthesizes the right visual elements and words to make a lasting impression and build brand recognition over time. Most importantly, the corporate logo and tagline must be thoughtfully crafted to convey the company's positioning, desired image and central values, while utilizing a very limited amount of space and words
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Speaking of Risk . . .   Water Engineering & Management May 2003   John P. Bachner
Contracts are business promises that are enforceable by law. A number of lawyers urge a client to accept their business guidance (i.e., suggestions for terms and conditions that purportedly can be applied to significantly increase the clients' protection at no additional cost). Undeterred by the fact that lawyers are not known for their business acumen, all too many clients abandon their own good business sense and apply their lawyers'.