Building a Great Brand and a Great Brand Story

Steve Bock_WBF_LincolnCenterIt is no easy task to create an authentic and resonant brand story. Through a combination of beautifully designed and produced products, irreverent marketing, and a brand story that is compelling, in just four years Shinola has gone from appropriating a defunct brand name from the 1940s to recently being named “America’s Coolest Brand” by AdAge.

In a conversation with John Bussey, associate editor of the Wall Street Journal, Steve Bock, the current President of Bedrock Manufacturing, leads and supports Sales, Finance, and Direct for both Filson and Shinola, spoke about the compelling brand story Shinola has developed. “The whole idea” he said “was to bring manufacturing back to the United States.” The concept started by a desire to bring watch making capability back to the United States, build a small business around that capability by selling to various companies based in the United States. “The more we got into the details, the more we saw how this was working and how it was gaining traction, the more we realized there was much more here than watch making,” said Steve. Today, Shinola makes a variety of products: shoe polish, cola, journals, bikes, but watches make up 80 percent of the business. 

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William Flamme

William Flamme

William Flamme is ExecuNet's Marketing Content Manager, where he is responsible for developing engaging career, job search, and leadership insight and delivering executive-level content across the various properties under the ExecuNet brand. Prior to joining ExecuNet in 2008, Will earned a master's degree in education and taught fifth grade and sixth grade. As a teacher, he deepened his appreciation for the written word and mastered skills necessary for managing writers who sometimes view deadlines as homework.

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