Risk & Business Magazine CMW Spring 2016 | Page 13

they would gladly pay the higher price point. Why pay more for
a Detroit-made pen? It has been imbued with a sense of place.
Detroit’s reputation for manufacturing high-quality products
adds intrinsic value to the pen 3.

So, Shinola set up shop in the former General Motors Argonaut
research building, also home to an arts college. In 2013, the first
2500 Shinola watches hit the market, and they sold out in a week
at $550 each. Eighteen months later, Shinola grossed $80 million,
selling watches to clients as American as President Bill Clinton,
a proud owner of twelve watches. In 2015, Shinola plans to sell
250,000 watches, and a whole host of other Detroit-made luxurygoods.
Shinola‘s product-line has already expanded from wristwatches
to leather bags, bikes, iPhone cases, pocketknives, footballs even
pet supplies. Like Fossil, before it, Shinola is a lifestyle brand. The
Detroit team is also venturing into retail with plans to open 16
domestic and European stores.

Shinola’s marketing, not to mention the entire ethos of the brand,
is about Detroit. The city’s name is on every single one of their
products. Shinola markets the place they do business just as much,
if not more, than the business they do.
This is exactly the kind of corporate marketing that builds a sense
of place. It is the kind of marketing that creates location-envy.
It is the kind of powerful storytelling that opens the door to the
reinvention of Detroit as the Luxury-Goods Capital of America.
These stories lead to a big what if.
What if you marketed the place you do business just as much, if not
more, than the business you do?
What if you leveraged the power of location-envy?

The Fundamentals
SUPPLEMENT
Brandscaping:
CONTENT

Unleashing the Power of
Partnerships
BY: ANDREW DAVIS

Brandscaping is a big,
infectious idea—a new
marketing methodology
that begins with one
simple observation: a rising
tide lifts all ships. In this
groundbreaking book, media
and marketing visionary
Andrew Davis shows you how
to partner with other brands
and undiscovered talent to
create content that drives
demand for the products and
services you sell. Davis dishes
up dozens of case studies showing how all types of
individuals, companies, and brands have tapped into the
power of brandscaping to achieve unparalleled success,
often using resources already at their disposal.

Teams of Teams
New Rules of Engagement for a
Complex World
BY: GENERAL STANLEY
MCCHRYSTAL

Why are you here?
Tell your origin story and tie it to the place