Milliken & Company
Milliken is a privately held global manufacturing company with more than 40 manufacturing facilities and 7,000 employees. They hold more than 5,000 patents worldwide. The Flame Resistant Fabric division acquired two major competitors in 2014 and 2015, which necessitated researching the key attributes of both Milliken and the acquired brands.
Milliken hired us to develop both a brand architecture strategy, as well as define the division’s brand positioning statement.
This required developing insights regarding:
- Supply chain
- Key target audiences
- Competitive point-of-differentiation
- Proof points.
The final recommendation was adopted and implemented with great business success.