Risk & Business Magazine Knight Archer Insurance 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 you do business.
Now go fix your About Us page.
Andrew Davis’ 20-year career has taken him from
local television to The Today Show. He’s worked
for The Muppets in New York, written for Charles
Kuralt and marketed for tiny start-ups as well as
Fortune 500 brands. In 2001, Andrew Davis cofounded Tippingpoint Labs, where
he changed the way publishers
think and how
brands market
their products.
In this powerful book,
McChrystal and his
colleagues show how the
challenges they faced
in Iraq can be relevant
to countless businesses,
nonprofits, and other or
ganizations. The world is
changing faster than ever,
and the smartest response
for those in charge is to
give small groups the
freedom to experiment
while driving everyone
to share what they learn across the entire organization.
As the authors argue through compelling examples, the
team of teams strategy has worked everywhere from
hospital emergency rooms to NASA. It has the potential
to transform organizations large and small.
SPRING
SPRING2016
2016
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