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B&M New Product Brochure

2011 saw a resurgence of B&M and Hurst in terms of product offering. With a strong turn-around of the Domestic auto makers, and competitive product offerings like the new Dodge Challenger, Chevrolet Camaro, and Ford Mustang, B&M and Hurst stand to reap the rewards with a slew of attractive products targeting those specific makes and models...A return of the American Muscle Cars.

Problem is, the industry works mostly through distribution channels, and unless distribution is aware of your new products and is convinced that these new products will sell at a high volume, no matter how compelling your product is it's never going to see the light of day. And with about two dozen new products coming out targeting specifically these hot new vehicles, it was vital that we have a new product brochure to show distribution what sort of exiting products lie ahead...And convince them to start ordering these products while some are still in the development phases.

My co-worker Steve Potter, B&M's VP of Finance, is fond of saying there's never a dull day at B&M. And to be honest, even a mundane project like a product flyer can turn out to be an exciting challenge. The problem, of course, is that some of these new products are months away from being finalized and produced. In fact, most of the products in the brochure are only at prototype phase. And to get our products in front of distribution and "jobbers" it means it's absolutely vital that these make DCi's bulk mail serve.

Without finalized products to shoot. While laying out two catalogs.

So, I highlighted what I can, and mocked up what I can't, and wrote descriptions and features on products I haven't seen. I would tell you that this was a new and exciting challenge, except it isn't...It's now my bread and butter to come up with the impossible. Heck, during one of my many interviews after being laid off by B&M/Hurst, while re-telling one of the many challenges I faced throughout my career, he had commented that I pulled off the impossible.

Well, that's what I do. And I'm damn good at it.