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 ? 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 .
The Fundamentals
Brandscaping :
SUPPLEMENT 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 In this powerful book , McChrystal and his colleagues show how the challenges they faced in Iraq can be rel evant to countless businesses , nonprofits , and other organizations . 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 every one to share what they learn across the entire organiza tion . 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 .
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