Case study

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Timberlake Cabinet brand relaunch

Objective: Relaunch American Woodmark's Timberlake Cabinet brand by making market position consistent, organizing communications strategies and clearly defining product lines.

Strategy: Timberlake redesigned marketing collateral; sponsored an issue of Big Builder; published its own magazine for customers (see photo); worked with a consortium of home builders to create an Internet showcase of building products; placed Timberlake cabinets in display homes at trade shows; and overhauled its sales operation.

Results: Business grew more than 50% in two years, the company said.

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