CORNING UPDATES BRAND IMAGE, MARKETING.
HFN: The Weekly Newspaper for the Home Furnishing Network, May, 1999 by Thau, Barbara
ELMIRA, N.Y.-More than a year after severing ties with corporate parent Corning Inc., Corning Consumer Products Co. (CCPC) is still fortifying its structure as an independent entity.
The company is focusing on refining operations and with new marketing initiatives, breathing new life into the brand -- which president and chief executive officer Peter Campanella concedes is in need of an image update.
In April 1998, Corning Inc. sold the CCPC to Columbus, Ohio-based investment firm KKR/Borden Inc. to focus on its core technological businesses. The CCPC was deemed a nonstrategic division and viewed by many in the industry as the forgotten child of the parent company, lacking the investment to grow and prosper.
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