In the 17th episode of the famous Crux of the Story podcast, Gary Sheffer and Mike Fernandez dive into the business side of branding and Volkswagen’s recent brand refresh with Marc Cloosterman, CEO of VIM Group.

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The Crux of the Story is an established and much listened to podcast for senior brand and communication professionals. Started by Gary Sheffer and Mike Fernandez, it combines over 80 years of brand experience. Gary is Professor of Public Relations at Boston University and former chairman of the Arthur W. Page Society – the premiere organisation for senior communicators from Fortune 200 companies, agency heads and leading academics. Mike has counselled CEOs and boards for America’s largest companies for more than 20 years. He has led two significant public relations firms in the U.S. and is also a professor at Boston University.

In this podcast episode Gary and Mike discuss with Marc the latest trends in the field of brand and considerations when changing or refreshing a brand. Also, he shares his experience working for VIM Group, advising and supporting big brand transitions for many global brands, all over the world.

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