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A small winter festival in 1890 has become a famed annual showcase on the first day of the new year. The Rose Parade in downtown Pasadena, Calif., celebrates the “Mediterranean of the West” by celebrating Southern California flowers and sunshine. Shown in 200 countries around the world, the brand has become an international sensation synonymous with New Year’s Day.

 

This demonstrates how a non-profit organization can build a strong brand presence without the bells, whistles and deep pockets of larger corporations.

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