Pick up rebranding tips from Lehman’s. Glenda Ervin, VP Marketing and daughter of Lehman’s founder, shares some hard won advice from their own rebranding efforts. Lehman’s has been in business since 1955. They began by selling hard to find products to the Amish. Think butter churns, push mowers and lanterns. What started with the Amish spread to homesteaders, campers, and folks living off the grid. After fifty nine years in business, Lehman’s needed to connect with their new audience, without alienating the Amish community that gave them their start.
It began with Brand Quest
Lehman’s chose J. Schmid to tackle the job and they soon discovered that the customer’s perception of Lehman’s was not at all what they thought it was. It was an interesting change in perception that really got things moving.
If you are considering a rebrand, this class will give you rebranding tips and insight into how a well established, family owned catalog moved their brand into the 21st century and had a lot of fun doing it.