Iconic brands: standing the test of time with a little rebranding


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VOLUME 116, ISSUE 4, P959-960


Steven R. Lindheim, M.D., M.M.M., Samantha M. Pfeifer, M.D., Beth W. Rackow, M.D., John Petrozza, M.D.
Marjan Attaran, M.D., Andrea Zuckerman, M.D., Thomas Winter, M.D.


In Webster’s Dictionary, “standing the test of time” is defined as continuing to be important, relevant, and respected for a long period of time. In the business world, we live in an age of constant rebranding, marketing shifts, and mergers. While many brands dominate their respective markets, few carry an iconic status that stands the test of time.

Fertility and Sterility

Editorial Office, American Society for Reproductive Medicine

Fertility and Sterility® is an international journal for obstetricians, gynecologists, reproductive endocrinologists, urologists, basic scientists and others who treat and investigate problems of infertility and human reproductive disorders.