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Girl Scouts Look to Rebrand

Facing dwindling ranks, scouts hire image expert, plot new pitch to modern youngsters

By Sam Gale Rosen,  Newser Staff

Posted Mar 25, 2008 6:10 PM CDT

(Newser) – 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."

A Girl Scout reacts to her merchandise in this undated file photo.
A Girl Scout reacts to her merchandise in this undated file photo.   ((c) bandita)
Seeking to reverse declining numbers, The Girl Scouts of America is shaking up its image.
Seeking to reverse declining numbers, The Girl Scouts of America is shaking up its image.   (Girl Scouts of America)
Sisters Nicole Young, 9, left, and Vanessa Young, 8, right, of Nampa Girl Scout Troop 31, volunteer to rake leaves, Oct. 27, 2007, in Nampa, Idaho. (AP Photo/Idaho Press-Tribune, Greg Kreller)
Sisters Nicole Young, 9, left, and Vanessa Young, 8, right, of Nampa Girl Scout Troop 31, volunteer to rake leaves, Oct. 27, 2007, in Nampa, Idaho. (AP Photo/Idaho Press-Tribune, Greg Kreller)   (AP Photo)
An experienced Girl Scout of America utilizes a chainsaw for a volunteer project, in this undated file photo.
An experienced Girl Scout of America utilizes a chainsaw for a volunteer project, in this undated file photo.   (Public Domain)
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A Guide For Girl Scout Troop Leaders   (scoutmom381 (YouTube))
Girl Scouts sing "God Bless America" with George Washington impersonator.   (StatesManship (YouTube))

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