“This is truly a new era for Baker & Taylor, this new image conveys our strategic direction.”
TOM MORGAN, CEO, BAKER & TAYLOR
Before and After
Baker & Taylor is a leading distributor of books, videos, and music products to libraries, institutions and retailers worldwide. They have been doing business for 181 years and in more than 120 countries. However, younger, well branded, much smaller competitors were gaining marketshare on the market leader.
GOAL: Have a brand that was congruent with being the leader.