Domco Tarkett Inc. has selected Lars von Kantzow, former president and CEO of Pergo and now president of TriCrown Consulting, Cary, N.C., to spearhead a corporate identity and branding program, according to Ulf Mattsson, president and CEO of Domco Tarkett.

von Kantzow is charged with developing branding and marketing strategies that will allow the company to successfully market and merchandise its products to each customer segment, noted Mattsson.

"It is now time for us to reevaluate our company as a whole, examine the position that each of our brands holds in the marketplace and develop a blueprint that will allow us to realize our full potential in the industry," he said. "Lars von Kantzow is the ideal partner for Domco Tarkett as we launch this important program."

During the coming months, TriCrown Consulting will conduct one-on-one interviews and focus groups with all levels of Domco Tarkett employees throughout the various divisions. In addition, von Kantzow will interview representatives from all customer segments, including distributors, retailers, buying groups, flooring contractors, architects and specifiers, among others.

von Kantzow brings to the Domco Tarkett project more than 25 years of corporate marketing and branding experience, including five years with Procter & Gamble in Europe. In 1993 he was named president and CEO of Pergo Inc., the newly-created North American subsidiary of Perstorp Flooring AB, Sweden. He resigned from Pergo in late 2002 to form his own management consulting firm.