'After the Tsunami We Rebranded, Relocated and Restructured' Boss of the Week: Susanna Freedman Boss of the Week: Susanna Freedman How the Boxing Day Disaster Brought About the Birth of Tsuko

Summary

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TWO years ago on Boxing Day, Susanna Freedman, the young entrepreneur behind the Tsunami design consultancy, was relaxing at home in Perthshire when a TV news broadcast broke the story of the huge tsunami wave which had struck Asia leaving a trail of death and destruction in its wake.

As events unfolded, Freedman's first thought was for the safety of a friend she feared might have been caught up in the catastrophe. She was relieved to learn that he was safe but as the scale of the human tragedy sank in, she decided that, out of respect for the tsunami's more than 150,000 victims, she would never again use tsunami as her company's name.

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'After the Tsunami We Rebranded, Relocated and Restructured' Boss of the Week: Susanna Freedman Boss of the Week: Susanna Freedman How the Boxing Day Disaster Brought About the Birth of Tsuko

"The day after the tsunami struck I knew we couldn't possibly use the word, " Freedman says. "There were just too many connotations. From the day we came back to work on January 5, we never used it again. We took down our website and redirected people to an appeal for the victims. We answered the phone just using our own names and we shredded every l...

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