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Hamilton Beach Brands retained O’Keefe Brands to develop a portfolio strategy to optimize brand positioning across multiple product lines and retail channels. O’Keefe conducted innovative research sessions with several target groups including, consumers, retailers, and trade representatives to help determine the right positioning for each of the Hamilton Beach brands. In partnership with the company’s marketing and consumer insights team, a portfolio strategy was developed with clear action steps to make the most of each brand. The brand portfolio, which includes Hamilton Beach, Proctor Silex, Eclectrics, and TrueAir, each deliver relevant innovations that address the needs of today’s demanding consumers.
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