News: January, 2007

Marlite Selects Brass Tacks to Build Brand Leadership

DOVER, OHIO – Marlite, a leading manufacturer of architectural interior wall systems and retail merchandising systems, has hired Brass Tacks Marketing to launch a leadership brand image for both company and products. Brass Tacks was the winner in a ten-agency selection process that took about 90 days to complete.

Marlite chose Brass Tacks based on its strategy to position the company and its innovative products as “designer brands” – as a resource that delivers simple and amazing solutions in interior design for commercial buildings and retail chains.

To make that point top of mind, the agency created a corporate theme, or tag line, that appears on all market communications:

Marlite. simply amazing.

Under this corporate “umbrella,” Brass Tacks has redesigned the company’s entire brand value proposition including redefining legacy products and introducing new brand names for new products.

The complete campaign developed and implemented by Brass Tacks includes:

• New interactive web site that serves multiple markets with compelling content, ease of usability and search engine optimization built in the site design. The site is scheduled to go live fourth quarter, 2007.
• New brands for innovative new products, such as:
  • Pristine™ premium wood veneers
  • Myriad™ feature walls
• New corporate and product literature
• Widespread trade and business media public relations program
• Ad campaign
• Direct Marketing

Founded in 1930, Marlite is privately owned (by John Popa and Fred Dudley) and serves North America markets with facilities in Dover, Ohio, California, Florida, Texas and Ontario, Canada. The company is the sole North American manufacturing license and distributor for Visplay International GMBH.

GETTING DOWN TO BRASS TACKS:
Cleveland, Ohio-based Brass Tacks is a brand design and market communications firm that serves a wide variety of clients in consumer products, technology, healthcare and packaging industries. Services include marketing strategies, corporate and product branding, website design and marketing, media campaigns and direct marketing. www.brasstacksinc.com.

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