Dianne Bischoff James - Life Transformation Coach, Speaker and Author

Sample Case Studies

EMAS - Unified Branding

Business Situation: EMAS, a $559 million Singapore based offshore oil and gas service provider, quickly expanded through organic growth and acquisitions. As a result, the company had several fragmented internal and external brands. To compete in the well-established subsea market, the company needed to position itself as a thriving, unified and formidable international player.

Core Approach & Solution: Core conducted extensive internal and external research and gained insight regarding the company's current positioning and an understanding of the highly competitive marketplace. Core led branding seminars with international leadership teams and developed clear differentiated positioning. Core consolidated the brand architecture, created internal/external messaging platforms and comprehensive website content. Website

Ingenium Aerospace - Corporate Brand Launch

Business Situation: Ingenium Aerospace, a new player in the motion control technology field were prepared to launch their brand in a legacy marketplace. The brand needed to make a statement and stand apart from long-time, complacent, large aerospace supplier base.

Core Approach & Solution: Core conducted competitive research and gained an understanding Ingenium Aerospace’s strengths, highly-responsive advantage and ideal positioning strategy. Core developed a modern, dynamic logo, tagline, Brand Pillars™, Brand Proof Points™, messaging, corporate communication and a highly-visible, modern website for a program that is above and beyond the competition. Website

Cardinal Health - Brand Relaunch

Business Situation: The Scientific and Production Products division of Cardinal Health originally grew through product acquisition from other manufacturers. Initially, customers had little Cardinal Health brand name recognition and related only to the original product brand name and experience. As a result, sales were flat and market penetration challenging.

Core Approach & Solution: Core Marketing conducted extensive market research with Cardinal customers and prospects and found that differentiation through co-branding the product name and Cardinal was critical for growing future biotech, med device product sales. Core developed Brand Pillars™, Brand Proof Points™, messaging, training and sales materials to re-launch the brands in the marketplace. The division revenue grew significantly and was sold to Baxter in 2008. Website

AMTA - Competitive Rebranding

Business Situation: AMTA, the leading international professional organization for massage therapists was experiencing membership attrition and fundamental brand definition confusion when a bold, new competitor entered the marketplace.

Core Approach & Solution: Core conducted market research and identified the need for clear positioning and a strategic plan to reach and retain membership. Core developed AMTA’s competitive repositioning strategy, Brand Pillars™, Brand Proof Points™, messaging, communication materials, integrated plans, industrial video and a Brand Ambassador program that clearly articulated the brand advantage and increased massage therapy membership. Website


Our Clients

  • Artisan
  • Ameritech Corporation
  • American Hawaii Tours
  • American Massage Therapy Association
  • Boulders Resort
  • Bureau Veritas
  • Capital Hardware
  • Cardinal Heath
  • Cyber Innovation Labs
  • DiPaolo Construction
  • DuPont
  • EMAS
  • Exelon Corporation
  • ETS-Lindgren
  • GE Financial Assurance
  • General Growth
  • Federated Group
  • Fellows Corporation
  • Health Research Educational Trust
  • Indiana Training Exports
  • Ingenium Aerospace
  • Ingenium Testing
  • KaPrime
  • Motorola Labs
  • National Roofing Contractors Association
  • Northbrook Court Shopping Center
  • Praxis Life Sciences
  • Rockwell Automation
  • Sullair
  • Telenisus Corporation
  • Toyota Machinery
  • Trustmark Insurance Company
  • Underwriters Laboratories
  • U.S. Can Co.
  • Walgreens


  • aerospace
  • associations
  • automation
  • construction
  • cruiseline
  • education
  • financial products
  • health care
  • insurance
  • manufacturing
  • office furnishings
  • oil and gas
  • packaging
  • real estate
  • research
  • retail
  • staffing
  • technology
  • telecom
  • testing and shielding
  • training