Q: What happens when an established brand changes its focus and no one notices?
A: You rebrand yourself from the inside out.
Insight + In the produce industry, most companies focus on one aspect of the process, whether that’s farming, packing, warehousing, shipping or brokering. Very few do it all. L&M Companies is one of the very few, and people needed to know of their dedication and expertise to the entire supply chain from the ground up.
Solution + With their disparate brands, it was vital to clean up their structure and put every division under one brand. We streamlined their name (L&M), developed a new logo, a more accurate tagline (Well Grounded), new communications and guided their internal launch.
Before we launched externally, their employees needed to understand the whole value of L&M’s offering, as well as their role in making that offering possible. Through a variety of internal communication initiatives, we rallied them around a brand with a solid personality, empowering them with new energy and paving the way for a positive future.
For the external launch, we used their industry’s largest convention, Fresh Summit, to get people’s attention and tell our story with a new tradeshow booth, which encouraged interaction and left no doubt of L&M’s positioning. We captured the attention of the attendees and opened up conversations with the sales staff, which led to questions, which led to meetings, which led to …
Brand Strategy
Strategic Planning
Competitive Analysis
Communications Auditing
Audience Segmentation + Analysis
Product + Service Delivery Analysis
Brand Architecture
Experience Mapping
Emotional + Logical Positioning
Messaging + Personality Development
Brand Promise Development + Deployment
Brand Delivery
Company Naming
Identity + Tagline Development
Advertising
Web + Mobile
Collateral
Tradeshow + Event Planning + Design
Internal Communications
Brand Standards + Compliance
2 Comments
Now Susan, with all that awesome produce knowledge bouncing around in your brain you are still letting the gang eat all those M&M’s? At least you are wearing the awesome Well Grounded Tour T-Shirts while you eat them! Nice new site. LA
Ha!!! Touché. It’s a balancing act. Kind of like a chocolate covered strawberry
Thanks for commenting Lee Anne. And to anyone reading this, eat your fruits and veggies or Lee Anne will come after you!!