Building Brands that Engage, Entertain, and Endure the Test of Time
TimeLife/StarVista Entertainment
Direct Holdings Global (DHG), most notably associated with the success of the Time Life brand, is a multi-channel marketer, distributor, and leader in entertainment and lifestyle direct-to-consumer marketing.
Project Mission
DHG needed a comprehensive brand strategy to successfully launching a variety of new entertainment and lifestyle products to new audiences in a competitive marketplace.
What We Did
LMD aligned DHG’s business and brand strategies and built four brands from the ground up, including the corporate DHG brand, and three consumer brands—StarVista Entertainment, KitchenTek, and Lifestyle Products Group. And to guarantee a consistent customer experience, we trained 100+ DHG employees to live and breathe the new brands.
Activities & Deliverables
Go-to market strategy
Market research
Brand architecture
Rebrand of Time Life
Brand development
Messaging
National branding campaigns
Brand training
“Direct Holdings conducted a national search for an agency to rebrand our entire business line, and we selected LMD. We got the best of both worlds: the experience and expertise of a large agency with the agility of a small, local firm. Their senior team worked hands-on with us throughout the project and was very responsive and accessible. Their branding work is inspirational and pragmatic. They exceeded our expectations, and I’d hire them again in a heartbeat. I highly recommend this team.”
Launching Success in Motion with Video
Video content, more than any other medium, helps audiences create strong, memorable, and emotional connections to a brand. To launch the new brand and continually drive it forward, LMD works with the County to develop video content that is effective across a number of channels, from travel conferences to social media campaigns. Videos showcase a selection of key attractions and the diverse community that proudly calls Prince George’s County home.
Cruising into the Future of Live Entertainment
Traditional live performances are being replaced by entertainment experiences. Celebrity and genre music cruises are marketed under StarVista Live, a brand extension of StarVista Entertainment.
Moving Forward Without Leaving Anyone Behind
Time Life is one of America’s most recognizable brands. LMD made sure that millions of loyal customers weren’t lost in the process of building a new brand that would appeal to younger audiences. We delivered a go-to market strategy that smoothly transitioned 50+ years of rock-solid brand equity from Time Life to StarVista Entertainment. LMD’s brand strategy also helped DHG expand into new verticals and markets, with the development of the StarVista Live and KitchenTek brands.
Serving Up Sales with Celebrity Star Power
Technology has taken over the kitchen, and the Kitchentek brand is well positioned to lead the market. DHG partnered with renowned chef, Wolfgang Puck, to market his pressure oven under the Kitchentek brand.