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Albertsons to keep Haggen name on some stores [Bellingham Business Journal]

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Our very own, Tisha Oehmen, lent some insight today to the Bellingham Business Journal on the recent Haggen/Albertsons merger.

Under the proposed plan, the Haggen stores would operate separately from Albertsons, in a business unit that would still be based in Bellingham, where the chain started more than eight decades ago.

“They’re trying to convert as much goodwill and name equity as possible,” said Tisha Oehmen, a partner with Paradux Media Group, a marketing agency based in southern Oregon.

“The stores that have historically been Haggens have goodwill in those communities,” she said. Likewise with stores that have historically been Albertsons or Safeways, or other brands under the Albertson’s banner.

“It’s all about name recognition,” she said. “If I grew up in a community where Haggen has been my grocery store in the past, there’s no reason to change that going forward.”

Read the Complete Article Here


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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