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Core Brands Unveils New Brand, Training and Sales Management Organization at CEDIA 2012

Moving swiftly to integrate its product development and marketing functions into a dynamic new brand management organization that drives both innovation and collaboration, Core Brands LLC today announced the implementation of a focused management structure comprised of eight individual brand managers. The brand management team will report directly to Core Brands Senior Vice President of Marketing Paul Starkey.

“The formation of Core Brands combines the expertise of ten iconic brands into one powerful new business organization that will bring more opportunities to our more than 4,300 dealers and integrators around the world,” Starkey said today. “Our new brand management structure makes a focused team responsible for driving the innovation in the areas of control, audio, and power management.”

According to Dave Keller, Senior Vice President of Sales, Core Brands is taking the additional step of moving its field support team and six trainers closer to dealers and introducing an expanded training schedule that more than quadruples the number of face-to-face training sessions over the next 12 months. “What’s more,” Keller emphasized, “face-to-face training is also being combined with new online training initiatives and electronic mini communications programs in ways that will provide dealers and integrators with the necessary product information that will help them to sell and install solutions more efficiently and profitably than ever before.”

Regarding the overall sales organization, Keller said today that Core Brands will retain its four current United States sales rep networks to keep consistency and the best level of ground support for its dealers. “In order to maximize our effectiveness at the local level, we are moving to six U.S. sales regions each with a Regional Sales Manager. “Our goal is to make the decision point for dealers and reps very accessible at the local level,” Keller explained, emphasizing that two immediate impacts are expected by these changes. First, the company expects dealers to have easy access to the lines in the Group to maximize efficiency and profits for all dealers. Secondly, the field support organization allows more factory support at the local level, thus increasing the productivity of the dealers with all of the Core Brands product lines.

Headquartered in Petaluma, California, Core Brands is a division of the Nortek Technology Solutions Segment (www.nortek-inc.com). Core Brands combines the product and marketing strengths of ten iconic audio, power management and control brands into a single business unit that includes ATON®, BlueBOLT®, ELAN®, Furman®, Niles®, Panamax®, Proficient®, SpeakerCraft®, Sunfire® and Xantech® brands. Core Brands has more than 190 years of combined experience in the residential, commercial and professional markets and over 4,300 direct customer accounts in multiple distribution channels in the United States and around the world.

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