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Repositioning a Business Division


Interface, a global manufacturer of commercial flooring and one of the world's most sustainably focused brands, sought to reposition its key business division servicing the hospitality industry in order to serve high-end segments with a new product collection. 


Brand Story for a Purpose Driven Brand
Cindy Kaufman of Interface
"The real impact was how the work C.E.K. delivered presented an opportunity to energize the team's activities around the brand and help refocus them."

Cindy Kaufman, Interface

Director of Marketing, Hospitality + Living  

Excerpt of pages from Interface's Segment Spotlight for Hospitality

Sales Enablement Tool: Industry Segment Spotlight

We created segment-specific spotlights to provide sales account executives with the insights, education and inspiration needed to more effectively sell into the hospitality vertical.


Aligning to Accelerate Business Growth

After a discovery phase, C.E.K. articulated its value proposition and crafted its brand story, aligned with the company purpose. The process allowed Interface to discover and refine and its key point of difference. 

The energy and impact its had on the Interface Hospitality team and the brand has been remarkable.

All stakeholders are aligned on the business vision and the sales team is boosting the company’s revenue through selling into new markets.


Does Your Brand Need Purpose or its Positioning Clarified?

Let's talk. 


Atlanta, GA 30306

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