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Article: AMERICAN HUMANE FINE-TUNES IMAGE.(Business)
- Article from:
- Rocky Mountain News (Denver, CO)
- Article date:
- February 7, 2003
- Author:
CopyrightCOPYRIGHT 2003 Rocky Mountain News. All rights reserved. Reproduced with the permission of Dialog LLC by Gale Group. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Rachel Brand
ROCKY MOUNTAIN NEWS
Quick quiz: The American Humane Association is a) the place to adopt a dog, b) a network of local animal welfare groups, c) neither.
The answer is c, but the confusion underlies a recent effort by the nonprofit to re-brand itself.
``We were confused with the ASPCA and the Humane Society,'' said Bob Roth, vice president of marketing.
``In consumers' minds, the two words American Humane seem to equal the entire humane association field.''
In fact, the 125-year-old, $11 million dollar, Denver-based charity protects both children and animals. It writes public policy to protect ...