Monday, September 28, 2009

Local: ReCycle North is ReBranded

Call it reBranding for a reLaunch: Burlington's famous ReCycle North on Pine Street has seen its mission expand in the eighteen years since it was founded - and as the economy has worsened. As of today, it's now officially called ReSOURCE with the help of a local marketing firm with a mouthful of a name, Brandthropology. There are two other similarly focused organisations using the same name in Colorado and Minnesota. From today's BFP:
It became more and more apparent that so much of what we do and who we are is misunderstood. In some ways our name had become a hindrance.” [says exec director Tom Longsreath]

To remedy the situation, ReSOURCE spells it out with five sub-brands:

ReSTORE — the retail operation in Burlington, and more recently, the Barre branch — where people can find deals on everything from washing machines and furniture to paperbacks;

ReBUILD — incorporating the recycled building supply depot at 339 Pine St., as well as a deconstruction/salvage service and Waste-Not-Products — all three of which highlight creative re-use of cast-offs;

ReTRAIN — a job training program that teaches skills through YouthBuild, internships and on-the-job experience;

RePAIR — a certified appliance and computer repair service; and

ReLIEF — which provides necessities for needy residents through voucher-for-merchandise agreements with local and regional service providers.

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