Brother has been operating in Canada since 1960, providing the country with its staple of technology-based office equipment—typewriters, cash registers, adding machines, calculators, word processors, laser printers, fax machines, scanners. But company officials realized that they needed to do something about their name recognition and brand image. They wanted to tell their story more clearly to attract more customers and, ultimately, more brand loyalty.
So, the company began by completely reworking its most publically facing....