Midwest Adopts New Identity

Cannon Falls, MN — Midwest of Cannon Falls will enter 2003, its 51st year, with a new brand name, "Seasons of Cannon Falls," and a simplified corporate identity, "Midwest." The Seasons of Cannon Falls brand name will be applied to all products, packaging, displays, and communication. New packaging will begin shipping in March 2003. "The Seasons of Cannon Falls brand name tells the story of our seasonal product approach better than the Midwest company name, and it resonates with both consumers and our retail partners," said Kathy Brekken, president of Midwest. "We've studied widely recognized, world-class brands such as Starbucks, Nike, and Coca-Cola for valuable lessons from their branding successes," said Jeff Wilson, Midwest vice president of creative and marketing. "They've captured the hearts and minds of their consumers. … We know the giftware industry holds the same kind of opportunity and we are leading the way." (For more on company president Kathy Brekken, see "Celebrate" on page 206.)