To Escape Corporate Image, Boston Ballet Rebrands
The company's brand strategist explains: "I think the ballet really needed to put a stake in the ground and say, 'This is happening here, you need to take note.' Because no one else would do that for them. One of our big challenges was to shift the perception of what ballet is all about." Boston Globe 10/22/09

Posted October 22, 2009 07:36 AM