In Their Own Words: Joe Roberts, President, Core Brands
On the philosophy behind Core Brands:
We always talk here about what our compass is: We’re always “customer first.” Our customers, as an example, always reference our brands’ heritage. They will talk about how great ELAN is, and how ELAN would always do the right thing, that they could get anything resolved, that ELAN would always go above and beyond. We hear the same story about SpeakerCraft, about Panamax, etc. It’s always about customer service and the sales team leadership. With Core Brands, this is who we are, and we’re leveraging that DNA—that “customer first” mentality, and doing the right thing. That’s where we believe we need to be. Our mission statement is that we delight our customers with exceptional service, innovative product and best-in-class programs.
At the 2014 CEDIA EXPO, we put those brands out front—the brands we’re known for and that people have had relationships with, some going all the way back to 1968 when Xantech first started. It was there that we started launching the new Core Brands brand. That is what [Director, Marketing Communications] Bill Hensley and I, and the new leadership team, are doing—putting our signature on it—onto the customer centricity. We had a barista there making coffee, and a coat check, and a lounge—trying to remove all the strife of being at a trade show. Everyone on our team felt good going into that show. Most of our team has had years of experience in this business at one of the companies, and everyone feels as though we’re “back home”—we’re going back to where we need to be.
It’s how we hope to differentiate ourselves, with that level of service. What does “customer first” mean? When we talk about our 2015 message, I like to think of Top 10 dining experiences. If you take a moment to think about what those are, during how many of those have you had bad service? If the service is fantastic, it makes the experience delightful. That’s what we’re looking to do here, across the board—for everyone to be the best “waiter” or “waitress” they can be. It’s about the heritage brands, but really, when we talk about the Core Brands, that’s what we are. I see a spring in everyone’s step here. We’re right back to where we need to be. We’ve come home.