|
|
Article: Benjamin Moore paint to launch branding campaign.
- Article from:
- Atlanta Journal-Constitution
- Article date:
- May 4, 2005
CopyrightCOPYRIGHT 2005 The Atlanta Journal-Constitution. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: Renee Degross
May 4--Benjamin Moore is coming out from behind the counter.
After 123 years of selling through mom-and-pop stores, the paint giant is putting its name atop hundreds of U.S. locations -- including dozens in Georgia -- in a bid to better its position in the escalating paint wars.
Benjamin Moore will absorb about two-thirds of the $35,000 cost to co-brand a store, which includes new signage and displays, and help with marketing. Paint stores must agree to dedicate at least 65 percent of their floor space to Benjamin Moore products.
The reason for the plan is simple, says Alistair Linton, director of retail ...