The Furniture X-Change

COMPANY POSITIONING AND REBRANDING
Repositioning and rebranding the Furniture X-Change (TFX), a 25+ year market leader in the business of office furniture decommissioning, liquidation, remanufacture, and resale. TFX’s roster of repeat clients includes some of the largest commercial office tenants in the US. The company’s business growth had previously relied heavily on referral and word-of-mouth based on their impeccable record for service and reliability, and a commitment to being “green” before that was a corporate virtue. Increasing competition from inferior service providers with slicker marketing had begun to impact their sales. They came to us for more sophisticated branding and a cohesive story to tell a wider pool of prospects about their record for reliability and pragmatic sustainability. We shaped their differentiated value proposition and created a new identity reflecting their reputation as the preferred supplier of full-service “green” and sustainable office asset management. We mapped out a plan for building greater brand awareness, crafted a coordinated strategy for sales and customer outreach, implemented ongoing LinkedIn posting campaigns, created sales collateral, and a monthly enewsletter to communicate their new brand promise. We continue to consult for lead generation, prospect identification, content creation, and the design of sales collateral.

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