R&D's Bob Schiavone on rebranding the future (1 of 2)

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In the first half of a two-part video from PN's recent Executive Forum, Global Marketing Director Robert Schiavone of toolmaker R&D/Leverage discusses how the plastics industry needs to grasp the value of marketing. In Part 2, the firm's Creative Director Corwyn Strout shares how R&D/Leverage sold its "idea-to-tool" strategy internally and to the marketplace.