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Core Brands unveils new approach to its brands

Eight dedicated brand managers are set to drive innovation and collaboration as the company attempts to create new value for dealers in the areas of control, audio, and power management.

Core Brands has detailed its new focused management structure that will integrate its product development and marketing functions. Central to the new structure will be the brand management team, comprising eight individual brand managers, which will report directly to Core Brands senior vice president of marketing Paul Starkey. “The formation of Core Brands combines the expertise of ten iconic brands into one powerful new business organisation that will bring more opportunities to our more than 4,300 dealers and integrators around the world,” Starkey said. “Our new brand management structure makes a focused team responsible for driving the innovation in the areas of control, audio, and power management.” According to Dave Keller, senior vice president of sales, Core Brands is taking the additional step of moving its field support team and six trainers closer to dealers and introducing an expanded training schedule that more than quadruples the number of face-to-face training sessions over the next 12 months.” “Face-to-face training is also being combined with new online training initiatives and electronic mini communications programs in ways that will provide dealers and integrators with the necessary product information that will help them to sell and install solutions more efficiently and profitably than ever before,” commented Keller. Regarding the overall sales organisation, Keller said that Core Brands will retain its four current United States sales rep networks to keep consistency and the best level of ground support for its dealers. “Our goal is to make the decision point for dealers and reps very accessible at the local level,” Keller finished.