Branded to Fit Her Style

Core customers also were handled with care when it came time to introduce the relaunch. This month, along with the 140-page bound book—the company’s first bound catalog—customers receive an “Editor’s Letter” from Geralynn Madonna explaining the changes.

Newport News is looking for several pay-offs from the rebranding process, says Madonna. “We hope to gain stronger brand identification, improved emotional connection with our customers, increased customer satisfaction—and to hopefully reach out to different customer groups.