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Lindsay Beltzer
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Interbrand Wins 2006 ReBrand 100™ Award

May 16, 2006 — Interbrand, the leading brand consultancy, was honored for its work on The Reserve as one of the world’s best rebrands in the second annual ReBrand 100 Awards announced today. ReBrand 100™ recognizes the world’s most effective rebrands: the repositioning, revitalizing and redesign of existing brand assets to meet strategic goals.

Interbrand’s rebrand of The Reserve encompasses a refined brand name and a bold, yet sophisticated logo, along with a full identity system. The new identity was supported with a rebranded website, stationery, collateral material and brand usage guidelines.

Vice Chairman and President, Bruce Bent II, comments on the new identity; “Interbrand created a brand that reflects exactly who we are. It’s strong. It’s different. It makes people pay attention. Since the launch, client and employee reactions have been extremely positive and our expectations of success have never been higher.”

To select the winners, an international jury reviewed the “before” and “after” scenarios of each brand transformation – a process unique among marketing, design and business award competitions. Eligible projects consisted of rebranded products, services, companies, non-profit organizations, individuals, cities, countries, buildings and interior environments launched anywhere in the world between January 2003 and September 2005. Winning rebrands range from a single brand component such as a website or packaging, to enterprise-wide initiatives.

Winning rebrands serve as inspiration and learning tools by becoming part of an online repository at, the only source for case studies and programs focused on effective rebrands.