After 40 years as a licensee of someone else’s brand portfolio, Paramount made the courageous, and risky decision to re-launch their company and create a complete portfolio of brands in 2010/11. In only 9 months, working from a dynamic segmentation strategy, we helped them to re-position the company as a leader in sleep and launch 9 unique brands. Not only did they retain every account as they went through the transition, but they picked up exciting new distribution and grew through the heart of the Great Recession.