How can we harness the allure of natural beauty and the complexity of personal challenge to craft a brand for a truly novel outdoor experience? Jeremie Bacon, Chris Gladwin and Bartly Loethen have concepted something unique to the US market—an outdoor experience that both
Last week, Otherwise unveiled our latest collaboration with Salon Buzz, a luxury hair and beauty salon with two locations in downtown Chicago. To celebrate their valued customers, the salon held a Client Appreciation week, which featured 6 days of deals and promotions for a
I will admit that the very notion of “brand building” is daunting. It carries with it the heavy expectation that the outcome must be grand and game-changing. Which, by inference, means your endeavor/enterprise/business must also be grand and game-changing. After spending lots of time with
Launching a new company is one of the most demanding and challenging undertakings imaginable, requiring passion, focus, speed and enormous reservoirs of energy and courage. And more often than not, start-up teams are required to manage limited resources to develop their products and services, hire
Everyone knows that customers are the heart and soul of a thriving enterprise. What isn’t as apparent, however, is the strategy and process required to find and acquire these customers. It may seem intuitive that if you’ve created an incredibly innovative product or service, you
I wasn’t quite sure what to expect this afternoon when I plopped into my seat in the MCA auditorium to watch and listen to Martin Creed. A fantastically talented artist with a wide-ranging practice, Creed’s unembellished view of the world provides a refreshing framework for
The recent troubles of Bo Muller-Moore, the folk artist from Vermont who silk screens t-shirts with the slogan “EAT MORE KALE,” are a reminder of just how gratifying it can be to participate in digital collective action on behalf of a good cause. In case
The other day I was in the locker room at my health club when one of the masseuses from the club’s spa approached. She is someone I’ve had treatments with in the past, and she said, “Are you looking forward to Member Appreciation Week next
After months of buildout and “Opening Soon” signage, a new café opened around the corner. It’s situated in a fabulous location in my bustling, hip neighborhood, and I waited impatiently for the paper to come off the windows and the lights to go on. I
While I have been out in the world of start-ups and early-stage companies of late, I have been struck again and again by the lack of attention to branding and marketing. So just to test my assumptions, I informally surveyed a number of ventures that