6 secrets on how to build a corporate identity from scratch
The company that owns such iconic brands as Calvin Klein and Tommy Hilfiger didn’t have an identity of its own until recently. Here’s how that changed.
Editor’s note: This story is taken from Ragan Communications’ distance learning portal Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.
When Tiffin Jernstedt joined PVH Corp. in 2013, the apparel company didn’t have much of a communication footprint.
The company had a logo, an investor-related website and an annual report—and little more for a communicator to work with, says Jernstedt, senior vice president of global communications.
“Coming from a mega-brand, I underestimated the power of having collateral, images and assets to work with,” she says.
Much has changed over the years. In 2003 PVH had 3,500 employees and was limited to the United States. Now the company employees 36,000 people globally with 2017 revenues of nearly $9 billion.
And as PVH’s global footprint has grown—it boasts brands such as Calvin Klein, Tommy Hilfiger and Heritage—Jernstedt has built a 30-person communications team.
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