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Andretti on the value of a brand

Brandlogic included racing legend and Texaco spokesman Mario Andretti in a multimedia show that is the opening of Texaco's brand/identity guidelines Web site, "The Texaco Brand Community." The show was developed to communicate the tremendous value of the Texaco brand, and to instill a sense of ownership among those using the program (see case study). In the photo, taken during a recording session for the show, Mario's car is admired by Brandlogic's Jason Berry and Texaco's Brian Cohen.