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Rebranding an Institution.

What do you do when your brand becomes a victim of genericide? Goodwill faced just that—the phenomenon that occurs when a brand is so well established its name becomes the name for an entire category. (Think “Kleenex.”) Goodwill Industries of the Upstate/Midlands called on Riggs Partners to help maintain and grow the donation stream amid fierce (and growing) competition. We articulated our objective as Move consumer intention from “Let’s goodwill it” — i.e. give it to charity — to “Let’s give it to Goodwill!”