Rebranding Our Store

Discovery Duck

“It’s not just a job; it’s a culture.” 
– Jim Williams, Duck Store GM 36 years, Retired

Arlyn Schaufler

As college stores redefine our business models, many are discovering a new identity. Rebranding is not just about changing your name, the store sign and logo because these are not your brand. They are symbols that represent your brand. Rebranding is about exploring who you are in the minds of your customers, administrators, faculty, and community. Brands are made of experiences and expectations. Your customer's experiences are created by your people through personal interaction either indirectly, or directly. 

Rod Miles

The Duck Store at the University of Oregon is among the ICBA members who will be sharing their experience as part of the Rebranding Our Store session at ICBA 2014.

Arlyn Schaufler, General Manager of The Duck Store, and Rod Miles, Partner of Cappelli Miles will share the journey of discovery that arrived at The Duck Store.

Cappelli Miles is a full-service brand 
alignment and communications firm with offices in Eugene, Portland, Denver and Seattle. Led by founders Bruce Cappelli and Rod Miles, the company has been working with forward-thinking organizations for more than 30 years, crafting insightful brand strategy as the foundation for long term, multiphase, multimedia communication campaigns. 


Rebranding Our Store is part of the Strategic Direction and Marketing tracks at ICBA 2014.