Navitor and Cosco brands are owned by Taylor Corporation, a multi-billion dollar private company that has grown into one of the largest printing-based companies in North America, and also operates in Europe and Australia.
In 2006, we were initially engaged to create the Brand Strategy and Name for a newly formed combination of various Taylor printing-related companies (i.e. Regency, Carlson Craft Business Solutions Group, Label Works, etc.). The result was a brand named Navitor. Cosco, acquired by Taylor in September 2006, is a 115-year-old company that specializes in manufacturing rubber stamps and marking devices.
Navitor and Cosco share multiple channels of distribution: Custom Dealer, Custom Contract, and Custom Retail (Super Stores). However, in 2008, because many channel customers were confused about the various Taylor brands, which also caused complexity in managing the business internally, we were engaged to guide development of a new “Go-to-Market” Brand Strategy, including Brand Architecture, which would build a strong relationship with channel customers. We began by interviewing customers in all channels to determine the current role and relationship Navitor, Cosco and other Taylor brands have with customers and with each other.
Based on the Business Strategy, we then determined the relationship we wanted these brands to have with channel customers, and with each other, in the future. Finally, we created a Brand Strategy for each brand that culminated in a compelling, believable and distinct Brand Promise that was in alignment with the overall Business Strategy.Following a major global recession, we were engaged throughout 2011-12 to re-launch Navitor, Cosco and Label Works. This included guiding development of its Purpose, Principles, Values, Vision, Brand Architecture and Brand Strategies. Lastly, we were retained to guide creative development of the Navitor brand with internal and external resources and to ensure implementation into all aspects of the company.
Engaged with:
Initial Engagements
- Mark LaDouceur, President, Navitor
- Todd Alexander, Chief Sales Officer, Taylor Corp
- John Anthony, VP Marketing, Cosco
- Bill Bohning, Director of Operations, Navitor
- Brian Hilt, VP Marketing, Navitor
- Tom Ninneman, VP Operations, Navitor
- Brian Schwab, Staples Global Account Manager, TSA, Taylor Corp
2011-12 Engagements
- Tom Ninneman, President, Navitor
- George McGowan, VP of Independent Channel
- Todd Alexander, VP of Sales and Marketing, Taylor
- John Anthony, General Manager, Cosco
- Bill Bohning, Director of Operations/Manufacturing, Navitor
- Brian Hilt, Director of New Product Development, Navitor
- Linda Cox, General Manager, Navitor Stationary
- Trudie Gustafson, General Manager, Navitor Folders
- Charlie Hipp, VP of IT
- Bill Rose, General Manager, Label Works
- Dino Scalia, VP of Mid-Market, Navitor
- Greg Meersman, VP of Sales & Marketing, Superstore
- Laura Beranek, Director of Business Systems
- George McGowan, VP of Independent Channel
- Sam Froese, General Manager
- Dean Winter, General Manager
- Kim Johnson, VP of HR