TOV LIFESTYLE | 3 |
"
Blah blah blah." That's the branding
message consumers hear today from most
companies in the home furnishing industry.
A lot of companies in our industry lack
a sense of cohesiveness and a branding
narrative. There is too much clutter created
when trying to be in too many places at
once, which dilutes the company message
and confuses consumers. A company might
achieve high sales revenues if they produce
5,000 SKU's covering a myriad of styles and
categories. However, they likely won't be
any different from similar vendors in our
crowded and fragmented industry. This
strategy typically won't grow a brand that
would be meaningful to consumers. There
is a reason why so few home furnishing
companies make the list of most admired brands in America.
Having a clear and cohesive brand narrative will continue to play more of an
essential role for brands to be successful in our industry. Having recognized this
early on in our company's history, TOV refuses to be just another face in the
crowd. We examine every step we take marketing our products to ensure proper
infusion of the TOV branding. This requires discipline and challenges us to
think creatively. Remaining focused on our vision and our brand's narrative is
TOV's #1 priority.
Think about it; you can be traveling on the best airplane, but if your pilot does
not have a destination in mind, you will just drift around. Know where you
want to go. Stay focused and on course, and consumers might begin to hear your
brand's distinct message.
Best,
Y. Bruce Krinsky
Chief Problem Solver, TOV Furniture
bruce@tovfurniture.com
Y. Bruce Krinsky
C O V E R A R T I C L E
