CEM Hones Brand, Value Strategies

International Home + Housewares Show attendees visiting the CEM Global booth may notice a few differences.

The company has come to the show with a revamped branding strategy in an effort to sharpen its assortment while also providing a sharper brand positioning strategy.

According to the company, following an internal review, along with feedback from key customers, CEM is now focused on a good/better/best strategy that utilizes its Continental, Platinum and Saveur brands respectively.

“We looked at each brand and their value proposition and then spent some time cleaning each up,” said Jorge Garcia, head of product development for CEM. “We then moved forward on developing products for each brand.”

See the March 2 issue of HOMEWORLD BUSINESS® available at the show for an in-depth look at CEM’s new branding strategy.