Taylor Corporation is 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 2004 we were engaged to develop a customer focused brand-building culture across all Taylor businesses that would accelerate and sustain profitable organic growth in alignment with their Business Strategy.
Our initial engagements in 2004-2007 were to develop Brand Architectures and Brand Strategies within multiple Taylor businesses, including the Occasions Group, Personalized Business Products and Banyan Incentives. These businesses serve a diverse customer base both business-to-business and consumers and sell through direct sales forces, retail outlets, catalogs, websites, and local print shops. The brands included: Carlson Craft, Rexcraft, Valeo, Taymark, Corporate Graphics, Curtis 1000, Drawing Board, Grayarc, Regency, among others.
We were then engaged in 2007 to develop the Brand Strategy for 123Print, a new online branded resource for printed materials for consumers and small businesses.
In 2008 were engaged to develop Brand Architectures and Brand Strategies for the Navitor, Cosco and Label Works brands that serve the small business and super store markets. Next, 2011, we were engaged to develop Brand Strategies for the Amsterdam and Go Promos brands that provide promotional products to consumers and small businesses via catalogs and online.
In 2012 we were engaged to develop Brand Architectures and Brand Strategies to re-launch the Navitor, Cosco and Label Works brands. We were also engaged to create the Strategic Vision and Brand Strategy for the Optima brand that provides graphic products and services for distributors who design and build trade show exhibits.
In creating these Brand Strategies we guided their executive teams to develop believable, compelling and distinct Brand Promises based on insights into specific customer segments. We also guided plans for implementation and creative development.
We were also engaged to guide the executive team of Taylor Corporation in 2007 to develop a formal Portfolio Management Strategy to achieve its growth objectives, and corresponding implementation processes that would fit the company’s culture.
Following this, we guided the executive team of Taylor Corporation to define their Future Business Concept. We began by confirming their Core Purpose, Vision, Mission and Values. Next, we helped them determine their Driving Force. This was followed by understanding their History, Leadership, Resources, Internal Core Competencies and External Trends. We then guided the team to synthesize these inputs and develop the Future Business Concept: the underlying concept of business they will use to grow their portfolio of companies over the next 3-5 years.
- Brad Schreier, Vice Chairman
- Jean Taylor, President and CEO
- Ed Alvarez, Vice President and Chief Operating Officer
- Tom Johnson, Vice President and Chief Financial Officer
- Steven Singer, Vice President and Chief Portfolio Officer
- Greg Jackson, Vice President, General Counsel, Chief Administrative Officer
- Colleen Willhite, Executive Vice President
- Keith Herwig, President, Occasions Group
- Ron Hoffmeyer, President, Personalized Business Products
- Paul Griffiths, President, Banyan Incentives
- Mark LaDouceur, President, 123Print
- Tom Ninneman, President, Navitor
- Todd Alexander, Chief Sales Officer, Taylor Corp.
- John Mattes, Director of Business Development