DACOR
Magnus has worked as an outside consultant for DACOR for more than five years.  During this time, we have been instrumental in repositioning the brand by helping to reinvent its strategic direction, positioning, communication and raising consumer awareness.   We have conducted numerous in-depth surveys of its 1200 dealer network, in-store customer intercept surveys and focus groups.   All aimed to better reflect the value proposition.   Additionally, we are responsible for the company's press relations and, as such, have generated some 85 million impressions in 2003 in high-end lifestyle media, including Associated Press, Bon Appetit, Better Homes and Gardens, HGTV, Food and Wine, the Robb Report, and the Washington Post, among many others, thus producing the ad equivalency of $3.5 million.   For every one dollar spent in PR, we return $33.   What's more, we have been responsible for helping the company to win numerous industry awards.