The Occasions Group of Taylor Corporation is the largest wedding invitations and accessories company in North America. Historically an operations and sales-driven organization, the Occasions Group sells to brides through direct mail, catalogs, the Internet, wedding dealers and traditional retailers. Over time, Taylor has acquired 100+ titles/brands of wedding invitations and accessories.
As the Occasions Group revised its Business Strategy to meet its growth objectives, we were engaged to help management better understand the role its wedding brands can play in fueling this growth, thereby linking Business Strategy with Brand Strategy.
Our first step in developing a Brand Strategy was to group brides into meaningful segments based on their attitudes and behaviors towards their wedding day. This segmentation led to a Brand Architecture that focused on nine strategic brands that will drive growth. For four key brands, we created Brand Promises that when expressed in the marketplace will build strong and distinct emotional relationships with brides. We next worked with the Occasions Group and its agency to implement the new Brand Strategy.
- Brad Schreier, Chief Executive Officer, Taylor Corporation
- Steve Singer, Chief Marketing Officer, Taylor Corporation
- Keith Herwig, President, Occasions Group
- Jean Andersen, Vice President, Occasions Group