Company: Secret Weapon / Consultant
THE SASH COMPANY
BRAND STRATEGIST, NEW BUSINESS DEVELOPMENT
Industry: Retail - Fashion + University + Beauty Pageant
With over One Million sashes sold worldwide, The Sash Company is one of the most recognizable and world reknown names in the industry. Their products have earned honorable positions in Buckingham Palace, The Joffery Ballet and across the shoulders of United States Ambassadors, Susan G. Komen cancer survivors, A-list celebrities and tens of thousands of college and high school graduates. In 2006 their redesign of the Miss America sash led to its new role as an iconic symbol of the Miss America brand and inked a now 10 year+ relationship as the Official Miss America sash provider.
Role + Accomplishments:
Developed branding that accurately reflects the existing highly accredited and top tier clients while appealing to emerging consumer markets.
Crafted and presented business development, brand identity and competitive analysis decks
Identified vertical markets to expand product reach, secure revenue growth and achieve revenue stability in a traditionally cyclical industry
Provided the strategic plan that walked the client through the launch of the existing product line into strategically identified and self-created emerging markets
Designed and managed the production of the crucial submission piece which awarded entry into the highly coveted alliance system - gaining access to over 80,000 retail locations across the United States.
1. DEVELOP A BRAND IMAGE THAT REFLECTS THE EXISTING HIGHLY ACCREDITED AND TOP TIER CLIENTS OF THE SASH COMPANY WHILE APPEALING TO EMERGING CONSUMER MARKETS.
2. IDENTIFY AND GENERATE EMERGING MARKETS FOR ENTRY TO CREATE ADDITIONAL REVENUE STREAMS AND LAUNCH THE SASH COMPANY INTO NEW VENTURES
3. DESIGN AND PREPARE SUBMISSION TO ACHIEVE MEMBERSHIP AS A FOLLETT APPROVED VENDOR WITH ACCESS TO OVER 80,000 SCHOOLS ACROSS THE UNITED STATES
By the end of my consultation, THE SASH COMPANY had a clearly defined brand and brand image. They had a clear definition of what their brand stands for, where their opportunities exist and a clear direction of action and messaging to achieve successful entry within new markets.
A complete re-design of the brand took place - including messaging, website and marketing materials.
Through the efforts of the branded submission piece, THE SASH COMPANY was awarded entry into the highly coveted Folett System and now have access to over 80,000 schools across the United States.