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    Clark Enhances Image With New Pump Graphics

    Project jumpstarts campaign to move brand forward.

    NAPERVILLE, Ill. -- Clark Brands LLC is enhancing the Clark gasoline brand image with two new low-cost dispenser graphic elements.

    he enhancements are part Image 2010, an effort to "move the Clark brand forward and into the next decade," the company said in a statement.

    "Our licensees, dealers and customers believe in the value of the Clark brand. Having a fresh, clean image at the pump plays a big role in conveying our value," Karl Goodhouse, Clark’s president, said in a statement. "While we’re still putting the finishing touches on Image 2010, these two image enhancements are a part of this initiative and will add value to our branded offering. We’re excited about both of these upgrades and the improvements to our program and to our image, and think our existing and prospective customers will be too."

    The first element, a preprinted DoorSkin by Couch & Philippi, re-images the lower doors of most gasoline dispensers. The graphics may be installed by company employees at little, if any cost, the company said.

    "We think the Couch & Philippi product enhances not only the Clark image, but also our brand value to our licensees and their customers," he said, noting the option is being rolled out now to all Clark licensees.

    Lief Olson, Couch & Philippi's petroleum accounts manager added: "In today’s economic climate, the cost savings in labor alone provides some much needed relief for our customers, and we’re very pleased about that."

    At the same time, Clark is offering new dispenser valance graphics that "are more visually appealing and prominently feature the Clark logo," the company said. The valance graphics are being produced by LSI Graphic Solutions Plus, Clark’s primary image partner, and are available to Clark licensees immediately.

    Clark Brands owns the Clark family of brands. The company licenses the Clark gasoline brand and the Four Corners Coffee brand and provides credit card and payment services to more than 700 independent petroleum marketers and retailers in 28 states.

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