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GuildMaster to unveil marketing campaign

  -- Furniture Today, January 21, 2014

GuildMasterGuildMaster is unveiling this new logo at the winter markets as part of its rebranding efforts.
Springfield, Mo. - Home accents and furniture source GuildMaster is unveiling 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, called "Stories Made by Hand."
     Meanwhile, the company also is launching a Quick Ship program with 115 of its most desired items, promising to ship any items ordered at the winter markets within seven business days.
     The new logo "reflects a fresh point of view for GuildMaster, consistent with our goals moving forward," said Steve Crowder, Guild Master'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."
     Margaret Powers, vice president of sales and marketing, 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."
     The Quick Ship program will be featured at markets in Atlanta, Dallas and Las Vegas. It represents a "dramatic improvement" over past shipping times, said Powers. She said an order could take as long as 90 days to ship in the past.
     Powers said that Quick-Ship is the first phase of a new marketing campaign that will emphasize Guild Master's quality and craftsmanship while getting a new message across, namely "getting people what they want when they want it."
     And what people increasingly want are pieces that are "now completed and ready to ship within seven business days," said Crowder.
     "Now completed" is the operative phrase. Crowder said that GuildMaster still offers customers "the ability to customize a piece of furniture and have it delivered from our factory in 75 to 90 days."

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