Our process led us to recommendations about taking this on campus. We suggested distributing earlier versions for free, to facilitate adoption. This included driving a ‘loud’ van on campus, having a campus-approved tent or canopy, and giving away some T-shirts in the process.
We needed to develop a brand that would not only be cool for the college-age market, it also needed to work in business training applications, their secondary market. There was much to explain in just a few words and a symbol.
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