How Two Catalogers Managed Brand Refreshes

Eastwood, a seller of auto restoration tools, and American Meadows, a seller of flower seeds and bulbs, are two companies that recognize the value of a strong brand. Yet both felt that their brands were stagnant, needing to be updated with a contemporary look and feel in order for them to grow and flourish going forward. Each company decided a brand refresh was in order. At NEMOA's directXchange Spring Conference in Boston yesterday, Ethan Platt, president of American Meadows, and Brian Huck, president and COO of Eastwood, discussed their brand refresh journeys.