Fishman Flooring Solutions, a distributor of flooring and flooring installation products, is changing the way it markets its range of exclusive brands to the residential and commercial flooring markets. The architect of its master brand strategy is Greg Vale, the company’s vice president of sales. Vale joined Fishman in September 2018, bringing with him more than 20 years of sales and marketing experience in the flooring marketplace. He recently shared his thoughts on Fishman’s new Fishman Landmark Interiors master brand with the editors of Floor Trends and Floor Covering Installer.
FT: How do you define a master brand? What is the reasoning behind Fishman’s master brand strategy?