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By Jane Lawler Smith | If it doesn’t support the mission of your firm, enhance your brand story, and provide relatable value to the recipient, it might be time to rethink spending money on it at all.

HLB Lighting Design (New York, NY), a 62-person architectural lighting design firm, is the first place winner in the Internal Marketing category of Zweig Group’s 2015 Marketing Excellence Awards for its redesigned brand. In 2013,...