I was reading an interesting profile this week of Steve Stoute, a respected marketer in the ad world who preaches a message that brands needs to change with the times.Stoute’s agency, Translation Consultation & Brand Imaging, specializes in repositioning brands, and tells its clients that companies need to embrace cultural changes in order to speak with a new generation of clients.

But what really caught my eye was the brand Stoute said that he would love to make over -- that of the Internal Revenue Service. “The IRS should no longer hide behind the stick and allow fear to dominate its image,” Stoute told BusinessWeek in its March 26 edition. “There is an opportunity to illustrate to Americans that the IRS is of value to them in ways both societal and personal.”

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