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Great Marketing Idea: Do the Opposite and Flaunt It...

Friday, October 9th, 2015 by Charlie Hutton,

Oct 09
Great Marketing Idea

Categories: Marketing Ideas

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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.

Read more here:

Cover Photo by Richard Masoner / Cyclelicious and covered under Creative Commons

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