Since 1951, Lillian Vernon, 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), has specialized in personalization, organization, and celebration. The company markets an extensive selection of exclusive personalized gifts, household helpers, children’s and fashion accessories, plus a delightful selection of seasonal and everyday dcor.
The company had struggled over the last few years and, needing a way to accelerate and sustain profitable growth, requested Stellus to guide them in developing their Brand Strategy.
The objective of a Brand Strategy is to create a Brand Promise that, when effectively expressed in the marketplace, will result in profitable organic growth, i.e., more customers buying more Lillian Vernon products more often.
We began by doing qualitative interviews with customers to deepen our understanding of their relationship with Lillian Vernon and competitive brands. Next, we uncovered customer’s underlying needs and motivations, and determined how we wanted the Lillian Vernon brand to evolve in the future. Lastly, we created a Brand Promise that was compelling, believable and distinct in order to drive growth that was consistent with the Lillian Vernon Business Strategy.
- Wendy Huxta, President
- Lisa Conley, Marketing Director
- Jennifer Vincent, Marketing Manager
- JoAnn Day, Merchandising Director
- Ellen Piersall, Merchandising Manager
- Aracelis Rojas, Merchandising Manager
- Barry McCann, New Business Development Director
- Steve Chitwood, VP of Ecommerce
- Bob Rodgers, Web Designer
- Chris Tatrn, Advertising Manager
- Alicia Morey, Advertising Manager
- Pam Bailey, Purchasing Manager
- Raquel Myers, Call Center & DE Manager
- Kimberly MacDaniel, Call Center Resource