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PHOENIX, AZ, February 13, 2018 /24-7PressRelease/ -- Leaders from the United Franchise Group (UFG), a global leader in the franchise and entrepreneur development business, today shared insights with franchisees and franchisors at the annual International Franchise Association (IFA) Conference in Phoenix, AZ on how to conduct a meaningful brand refresh. The remarks were delivered by UFG Marketing Director Mary Mills as part of a moderated panel discussion. Mills has led a number of brand refresh activities at UFG, including efforts on behalf of the brands Jon Smith Subs, Fully Promoted and Signarama.
"A company's brand is not just a logo or color palette," said Mills. "Branding is a strategic process that includes defining, articulating and maintaining your core values and differentiators in a way that resonates with your target audience and is meaningful to them. But transition takes time and must be baked in the evolution of the brand for it to connect with consumers."
Mills began her tenure at UFG in 2008 as a brand manager for Signarama. As marketing director for UFG, Mills is responsible for managing the image of the company's nine international brands. She develops comprehensive marketing programs that can help franchisees with sales goals and marketing strategies, and serves as a key communications source for franchisees across the globe. Mills holds a B.S. from the University of Florida.
The IFA is the world's oldest and largest organization representing franchising worldwide. They promote franchising through nearly 733,000 franchise establishments that support nearly 7.6 million jobs, creating $674.3 billion of economic output for the U.S. economy and producing 2.5 percent of the Gross Domestic Product (GDP). The annual conference runs through tomorrow, February 13th.
Led by CEO Ray Titus, United Franchise Group is home to a variety of internationally recognized brands including Signarama, Fully Promoted, Experimac, Jon Smith Subs, Venture X, SuperGreen Solutions, Transworld Business Advisors and Paramount Tax & Accounting CPAs. With over three decades in the franchising industry and more than 1400 franchisees throughout the world, United Franchise Group offers unprecedented leadership and solid business opportunities for entrepreneurs.
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