The Situation
Lebanon Turf, a manufacturer of turf and lawn chemicals, has more than 150 products and individual brand names. Many of the products and brand names were the result of years of mergers and acquisitions, with many individual names being kept in place because of regional preferences and distribution intricacies. The result of these internal hierarchies was a difficult-to-follow trade advertising campaign, and confusion among target audiences and end-users.
The Insight
Taylor Brand Group developed a brand strategy, which clearly outlined the hierarchy of individual brands and key performance ingredients within the product line.
The Tactics
We applied the new brand architecture and hierarchical rules to an easy-to-understand advertising campaign targeted to the professional lawn care industry and golf course management professionals.
