GuildMaster to unveil marketing campaign
-- Furniture Today, January 6, 2014
GuildMaster will unveil this new logo at the winter markets as part of its rebranding efforts.
SPRINGFIELD, Mo. — Home accents and furniture source GuildMaster will unveil a new logo at winter markets as part of rebranding efforts, and it will include the input of buyers and designers in a 2014 marketing campaign, the company announced Monday.
The new logo will be unveiled at the Atlanta International Gift and Home Furnishings Market, set for Jan. 7 -14. It's the first phase of a 2014 marketing campaign called "Stories Made by Hand."
The logo "reflects a fresh point of view for GuildMaster, consistent with our goals moving forward," said Steve Crowder, GuildMaster's CEO. "However, as the line continually develops and evolves, our commitment to creating pieces made one at a time by skilled artisans remains unchanged."
He said the marketing campaign will publicize the idea that each GuildMaster piece "has a story (that) is embellished by the craftsmanship of its builder and the finishing touches of its owner."
Margaret Powers, vice president of sales and marketing at GuildMaster, said the company will ask buyers and designers at the winter markets to share GuildMaster stories.
"Our goal is to collect stories that will be woven throughout our marketing campaign, exemplifying how each GuildMaster piece becomes a cherished part of its owner's narrative," she said.
Crowder said that when a group of private investors bought GuildMaster in October, they wanted to "reenergize and reignite the GuildMaster brand in the marketplace."
"In an industry that is sometimes referred to as ‘a sea of brown and black,' GuildMaster pieces create a colorful focal point or design statement that the room is built around," Crowder said via email. "The hand-made craftsmanship and quality that goes in to each piece is unique in an imported dominated market of mass production. This is the core of the GuildMaster brand."