Baker & Taylor's Brand Challenges

Over the years, B&T's Brand had become scattered and outdated.

  • B&T's main competitor looked bigger, more congruent, more modern, well integrated, and like a family.
  • B&T's identity did not portray their strategic direction. It made them look like they were stuck in the 70s'.
  • The challenge was to convey their 200 year history while being modern–with an eye on future technology.