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If you just want to insert a String into the executable use an hex editor. Of course the string can only be seen by others with an hex viewer. What you probably want is to modify the behavior of the program so that it shows you something personalized before its regular running. For this you need a packer. I have never used packers so I don't know if there's one that allows customization. Otherwise you need to create one yourself, which is not too hard if you know the PE format and assembly language.
If you just want your logo to be seen just change the icon with a resource editor. Besides, IMHO most groups don't alter the executable they just add an .nfo file with ascii logo and text and zip both together.
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