The Girl Scouts of America have hired a chief marketing officer to shake up their image and bolster dwindling membership, Brandweek reports. Laurel Richie helped make Huggies and Kotex into major brands; despite the famous cookies, Scouts number less than 3 million. "How we communicate the brand and how it manifests itself to girls, moms and volunteers is what needs attention," Richie said.
The trick will be to modernize what many see as an old-fashioned organization, the Wall Street Journal reports. Green skirts are out, and the organization wants to be seen fostering independence. Still it "isn't about us trying to be cool," Richie tells the Journal. "We've seen jeans, sneakers and soft drinks try to do that and you just cringe."