Brand Development for a Publishing Company

We hope that you will find the following case to be helpful.  If, after reading, you would like to learn more about our experience, please contact Kerry Kielb at kkielb@bedfordgroupconsulting.com.

Situation:
  • The Parent Company (Client) operates as a “franchise”, with over 225 independent distributors in major U.S. markets.
  • Client wishes to create a platform for increasing interest and demand for company products.
  • Client has several options for growing its business
    • Business system can be replicated
      • Expand existing products
      • Introduce new product(s)
      • Add new geographies
      • Expand coverage in existing geographies
    • Brand “X” underutilized – mostly meaningful to niche market
    • Other brands have growth potential, but limited resources/ attention.
The Bedford Group’s Contribution:
  • Assessed “marketing” product
    • Advertising and collateral
  • Interviewed key stakeholders
    • Within marketing
    • Within management
  • Performed product life-cycle analysis
    • Identified brand that represents best growth potential
  • Assessed distribution channels available to each brand
  • Personnel evaluation
  • Outline marketing/support plans required to successfully develop/promote a new brand
The Bedford Group’s Recommendations
  • Leverage the brand equity established in Brand “X” to support additional brands and build the Parent brand.
  • Revise positioning as a company selling a business system designed to make entrepreneurs successful, not simply as a provider of printing services.
  • Outlined work-flow and management system required for success
    • Training programs
    • Reward systems
    • Support systems
    • Brand campaign
    • Market research
Client Impact Unified all the varying nameplates under one holding company title as opposed to using the “lead” book as the corporate brand. Client replicated the business model of “franchising” books with independent entrepreneurs in other affinity and/or niche segments. Very little capital outlay was necessary in taking this approach. Initiated a corporate brand campaign within targeted segments and influencers. Two new “products” were launched and the company increased sales by approximately 11%.