Lawrence to Members: Promote the BrandSource Brand
Lawrence exhorted dealers to increase the use of the BrandSource identity in tandem with their individual store identities. He said that presently, about a third of members have the BrandSource logo outside their stores, 35 percent use it in ads, and 20 percent have it on their trucks. However, he stressed to members that “we have never advocated BrandSource as a name change, only as a tagline. We, like you, believe there is equity in your local brand.”
A major BrandSource outreach initiative aimed squarely at the female demographic was the recently announced multi-year agreement that signed Kathy Ireland on as the group’s “first and only ambassador.” Ireland, who runs a $1.4 billion company that markets 45,000 products in 50 countries, manages a brand that is the 23rd most powerful licensed brand in the world, said Lawrence. While few specifics were available as yet about the partnership, Lawrence said it would likely be promoted through TV and tabloid means and through “exclusive products with Kathy’s name on them” that could include cookware and even electronics.
Ireland, for her part, addressed the Summit audience about the importance of “earning the trust” of the female consumer. “Men buy products; women ‘join brands,’” she said. “During economic uncertainty, women shop where they have that trusted relationship. And a well-branded product outperforms a generic one of the same or lesser price.”