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.
"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."
Patricia K Boos, Senior Vice President (former), Direct Holdings Global
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
Building a House with Room to Grow
Strong brands build loyalty and drive repeat sales. DHG’s new House of Brands architecture allows the company to continually launch and market new products from brands that engage and connect with consumers.
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.
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.
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.