Watchmaker Shinola is a hot brand, appearing on CBS News, Entertainment Weekly, GQ and the New York Times. So what makes them so special?
They’ve got a great, compelling story. While businesses have been pulling out of crumbling Detroit, Shinola chose to build their factory there in the ex-motor city.
Shinola’s story invites us to support a social cause of sorts, to fight back against hard times, to support something hand made in Detroit.
An introductory video on Shinola’s site starts with, “Welcome to Detroit, the new watch making capitol of America. We believe in the beauty of manufacturing and the glory of industry.”
Almost every element of the Shinola brand promotes the resurgence of American industry and uses Detroit, perhaps the greatest symbol of the hard times faced by American industry, as the backdrop and rallying cry for joining the movement.
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At the risk of stating the obvious, the better your direct marketing headlines grab eyeballs, the more money you can...