Challenge

The executive team of Authenticity Lighting, Ron Hersh, Robert Greene and Murray Feiss, decided to
re-enter the wholesale lighting market with a new product offering after a three year break from the industry. The unique product line of interior residential lighting was designed with retailer input and used genuine parts and organic components.

In a highly competitive market such as this, Authenticity Lighting sought assistance from The James Group to help brand and launch this new company, founded on the premise of producing beautiful, high quality lighting with an honest and straightforward approach.

Results

The James Group discovered that Authenticity Lighting's differential advantage was the founders' existing credibility within the industry and reputation as lighting manufacturers of integrity, providing quality products with unmatched service. This was captured in the brand positioning and reflected in the tagline: "Bringing trust to light".

After six months of intensive brand development, Authenticity Lighting was launched at the Dallas Market in January 2011 accompanied by a direct mail campaign, a new website featuring the complete product catalogue 'Look Book' and advertisements in trade publications.

Services for Authenticity Lighting

Logo, Tagline, Website, Print Advertisements, Media Buying, Collateral, Event Banners, Posters, Product Catalogue, Public Relations.

For further information contact:

Paul Blakely
212-243-2022 Ext. 302

paul@thejamesgroup.com