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    “Brand management is a foreign concept in fiercely competitive home furnishing categories where the retail buyer typically calls the shots and pr… Read More
    “Brand management is a foreign concept in fiercely competitive home furnishing categories where the retail buyer typically calls the shots and product manufacturers answer. Eclipse was among the first to break that rule and – through consistent and careful branding – become a wildly successful model that competitors seek to emulate, retailers envy and proves the power of branding.” PROJECT GOALS: * Leverage consumer product background of new ownership * Build new brand to launch breakthrough textile technologies OF NOTE: * Brand management strategy breaks the rules in the home furnishings and textiles industry * 3-tiered Sub-brand architecture supports good, better, best marketing * Consistent packaging system across sub-brands and line extensions * Simple, and to-the-point product features and user benefits * Energy-Smart™ seal leverages energy conservation * Ellery Homestyles ownership credits the strong Eclipse brand identity and structured packaging design system as a key component in the line’s success. The Eclipse brand is now recognized as the voice of authority for Energy-Saving, Noise-Reducing Blackout Curtains. * Branding strategy and packaging design system grows a “what-if” idea into a multi-million dollar enterprise Read Less
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