How Two Catalogers Managed Brand Refreshes

At American Meadows, the brand refresh consisted of three parts: branding/marketing, design, implementation. The retailer created a brand pyramid to help it identify its unique value proposition. The exercise kept bringing American Meadows back to two themes: confidence and sustainability. The company wants its customers to have confidence in both its products as well as in themselves as gardeners. American Meadows new tagline is "Where Confidence Grows." Sustainability is at the center of our brand messaging, Platt said. American Meadows offers sustainable products that connect its customers with the beauty of the earth.