Corporate anniversaries become strategic milestones
Fiftieth and hundredth anniversaries are being used to reposition institutions, not merely celebrate them.
An anniversary is one of the few moments when an institution can speak about itself at length and be listened to.
The organisations that use them well commission genuine historical research, interview retired executives while they can still be interviewed, and publish something that outlives the campaign.
The output increasingly combines print, archive photography, oral history recordings and digital access, a legacy record rather than a commemorative brochure.
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