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DeSoto Athletic Club re-brands for Tenn. expansion.

Publication: Mississippi Business Journal
Publication Date: 24-MAY-04 		Format: Online - approximately 824 words
Delivery: Immediate Online Access

Article Excerpt
SOUTHAVEN -- When the DeSoto Athletic Club (DAC) outgrew DeSoto County and was interested in expanding into neighboring communities in Tennessee, it was time to look at "re-branding."

"We view the re-branding as an investment in our growth," says Robert Creech, president of DAC. "It offers us the capability to enter into other markets dedicated to catering to the customer's goals and provide the residential community a fitness center of dependability and quality."

"Using the existing brand, we refined the image and the meaning of DAC to better represent ourselves in communities outside of DeSoto County," said Jody McKibben, vice president of DAC. "We wanted a simple solution to give us the opportunity to move into new communities outside of DeSoto County,...

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