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Building a Great American Brand

The BrandSource brand was launched in 2000. Since that time the brand has grown to national status with over 3,000 storefronts and $11 billion dollars in buying power, becoming the nation’s only, and fastest growing national retail appliance, electronics, home furnishings, floor covering, interior décor and kitchen & bath group.

It is the first independent retailer industry organization to hit national network television air with commercials that leverage the strength of over 3,000 storefronts with a common logo, identity, signage, advertising, merchandising, goals and strategic plan – a great American brand.

In less than nine years, the professionals at Torus Marketing (functioning as a seamless resource known as BrandSource Marketing) helped BrandSource reach the following milestones:

• Created a nationally-recognized retail brand (previously each member dealer operated only under their own store name)
• Distribute more than 1,000,000,000 Free Standing Inserts Per Year
• Consistently outpacing every industry segment in sales growth
• Recapturing market share from big box retailers such as Sears, Lowes, Home Depot, Circuit City and Best Buy
• Created complete sales training system
• Created visuals, custom video and print corrollaries for annual conventions
• Assisted in development of co-marketing strategies with major suppliers
• Created in targeted segmentation for the BrandSource members to enable them to effectively market to both the replacement and the high end designer clientele and created appropriate marketing materials and strategies to reach them.
• Re-designed, maintain, and re-launch the BrandSource national web site
• Manage content and ecommerce for thousands of individual member web sites
• Currently guiding the BrandSource rollout in Canada
• Created corporate sponsor of Ronald McDonald House Charities both in the U.S. and Canada

BrandSource has become the fourth most recognized appliance retail brand and the fifth most recognized consumer electronics retail brand in the U.S. The creation of a Great American Brand like BrandSource has been and continues to be a completely integrated strategy including everything from targeting the right consumer to store design, sales training and supply chain management from the supplier to the retail floor.