[Infographic] Turn Your Brand Into An Award Winning Entertainment Studio

By placing a collaborative approach to innovation, marketing and communications at the beginning of the supply chain of invention, successful brands can effectively leverage cultures of collaboration to positively impact both commerce as well as meaningful communication.

The studio model, which focuses on the phases of development, production and distribution, all with an eye on building an audience that can be monetized both immediately as well as overtime, is a forward thinking approach any CMO should consider in today’s ultra competitive landscape.

Following are 3 easy steps that will help CEO’s and CMO’s “executive produce” their brands in ways that both “push” and “pull” information and content, as well as drive audience reach and measurable engagement:

Build Your Brand

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Sharing Economy Tips

4 Tips For Startups In Weconomy

In the sharing economy the idea of creating businesses that harness the notion of “we” has never been hotter. By creating innovations that leverage technology and the unique passions and expertise of individuals, new successful businesses are cropping up at a blistering pace with the ability to change daily life.

Whether it is Postmates, the delivery app that blends the best of Task Rabbit and Seamless to reimagine on demand delivery, or zTailors which marries the best of the Uber model and my suit.com to extend the possibilities of bespoke tailoring, the sharing economy holds no limits on who can become an artist of business and a successful entrepreneur.

By following just a few quick guidelines, anyone with a unique passion that has scale, can share it with the world in ways that create new innovations and pockets of profitability.

1) Create a clear and unique story.

In today’s environment storytelling must become a business competency. Develop a concept and transform it into a story that immerses consumers in the idea. For example, Whistlepig is not just a whiskey, it’s the dream of two guys who moved to Vermont to fulfill their destiny of making bespoke spirits in a way that helped launch a renaissance for dark liquor. Clearly the brand is far more than a beverage.

Sharing Economy & Storytelling

Photo Credit: Pexels

2) Combine your passion + the power of we

Develop an idea that seeks to follow the winning formula of passion + the power of we. Postmates would not be nearly as successful as it is of it didn’t have a legion of businesses participating, and “Postmates” signed up to make the on demand deliveries they imagined a reality.

3) Small is the new Big

Remember that in today’s environment small is the new big. Success today is predicated on the idea of not being all things to all people, but rather finding one thing, and doing that one thing better than anyone else. For example Airbnb is a lodging company only. It has bridged over to media to help deepen and expand the experiences they offer, but they have not extended into travel transportation or travel booking agent in an attempt to create new profit centers. Keep your focus niche to survive and thrive.

Sharing Economy Tips

4) Act global but think local

In today’s environment the flip side of the original act local think global mantra is true. Today, if you have a winning idea, the democratizing power of technology can easily catapult your business globally. However, remembering that local communities both online and off are the spark for growing any business is critical. Most successful sharing economy businesses such as Uber, TaskRabbit and Neighborgoods started in target cities to perfect their offerings before becoming global powerhouses. Hone your idea, customize it in ways that can be scalable on a local level, and then view the entire globe as your canvas of creation!

Sharing Economy

In the world of the sharing economy the most critical point is that if we remember that today’s innovations are powered by the we and not the me, there is nothing that we cannot imagine and create together.

Billee Howard is Founder + Chief Engagement Officer of Brandthropologie, a cutting edge communications consulting firm specializing in helping organizations and individuals to produce innovative, creative and passionate dialogues with target communities, consumers and employees, while blazing a trail toward new models of artful, responsible, and sustainable business success. Billee is a veteran communications executive in brand development, trend forecasting, strategic media relations, and C-suite executive positioning. She has a book dedicated to the study of the sharing economy called WeCommerce due out in Fall 2015 as well as a blog entitled the #HouseofWe dedicated to curating the trends driving our economy forward. You can read more about “WE-Commerce: How to Create, Collaborate, and Succeed in the Sharing Economy” right here!

 

 

The Internet of Everything

Physical & Digital Worlds Collide The Internet of Everything

The Internet of Everything

In the era of #WeCommerce no trend is as pervasive as the Internet of All Things. I like to just simply say the Internet of Everything, as wherever you are and with whatever you are doing, the line between the physical and digital worlds is slowly but surely evaporating.

Whether it’s the founders of the smart home like Google Nest, or players like Bluebite who partnered with Samsung to enable Out-of-Home advertising media with NFC to promote its new Galaxy S3 phone and create Samsung-envy for non-NFC handset owners, many of today’s boldest innovators are heading us quickly towards a world of limitless immersion.And celebrities aren’t too far away from beginning to capitalize on the trend. Despite the will.i.am PULS Internet of Everything device that received mixed reviews, it’s highly likely that the new celebrity product craze-one that has even Ellen Degeneres selling branded housewares, will soon make its way into the wearable world of physical and digital mashups.Perhaps what’s greatest about the Internet of Everything is the irony of it. Why? Because at its heart it truly isn’t tech overload, but a bright new way for us to remain connected while also being untethered. Technology perhaps at its finest.

We will increasingly seek opportunities that make us less tethered to technology and more empowered by the freedom it provides-making us less isolated and communicative. As a result the worlds of the physical and digital will begin to increasingly coalesce. Additionally, technology that succeeds will likely emerge as wearable; capable of offering technological discovery, while doing so mobiley.  Wearables will take over every part of the landscape, infiltrating itself into industries ranging from technology, to health, to retail. And what we will see with wearables, is one of the first industries to be driven forward by celebrity brand entrepreneurs. Just as Wil.iam went from being chief creative officer of Intel to chief x of x, to creator of the first celebrity fit-bit device…Gwyneth Paltrow, Jessica Alba, Drew Barrymore,Ellen Degeneres and the other litany of celebrity brands gestating, will leverage this new area of technology, which is in essence the next phase of the website or app, to lead a new frontier forward.The combination of underserved industries like healthcare, with the might of power celebrities, will serve to demonstrate the power of accessibility that empowers and unites, in the new House of We.

Billee Howard is Founder + Chief Engagement Officer of Brandthropologie, a cutting edge communications consulting firm specializing in helping organizations and individuals to produce innovative, creative and passionate dialogues with target communities, consumers and employees, while blazing a trail toward new models of artful, responsible, and sustainable business success. Billee is a veteran communications executive in brand development, trend forecasting, strategic media relations, and C-suite executive positioning. She has a book dedicated to the study of the sharing economy called WeCommerce due out in Fall 2015 as well as a blog entitled the #HouseofWe dedicated to curating the trends driving our economy forward.

You can read more about “WE-Commerce: How to Create, Collaborate, and Succeed in the Sharing Economy” right here!

I'm Loving KSwiss Again

Why I’m Loving KSwiss Again

Photo: Courtesy of K.Swiss

Everyone in the above 35 and sneaker junkie crowds no doubt remembers the classic white on white silver hooked beauties of the late 80s and 90s. Just looking at the white knight like KSwiss brings a Say Anything smile to mind and puts a little bit of Wham! “go go” back in your step.

Beyond the warm nostalgia the iconic shoe inspires, their new brand re-ignition campaign called The Board makes me fall in love with them all over again. Taking the Stan Smith Pharell celebrity partnership idea designed to usher in a new generation of fans a step further, the KSwiss campaign partners with mega star Diplo to go beyond crowdsourced funding to the concept of collaborative co created marketing.

In the sharing economy, a brand’s ability to procure immersive experiences that stoke passions and emotional responses is as important as the products and services they purvey.

In the new groundbreaking campaign,  KSwiss allows people to apply for a position on The Board, a group of 100 creatives, led by Diplo, whose ideas for brand outreach and growth will actually be implemented to put the legacy sneaker icon back on the map.

According to KSwiss they are “committed to outfitting and inspiring a new generation of entrepreneurs” with their new campaign.

This week, the heritage tennis brand announced the curriculum the selected board applicants will be learning.

The goal is to have members of the board study the footwear and fashion industries and work on assignments with the intent to improve the K-Swiss brand.

The courses include “Brand Positioning,” instructed by streetwear brand 10 Deep founder and designer Scott Sasso; “Ideas with a Conscience,” instructed by Tyler Gage and Dan MacCombie, co-founders of the Fair Trade Certified beverage company Runa; “Sneaker Design,” instructed by Staple Design’s founder and creative director, Jeff Ng; “Lookbook Shoot,” instructed by Style.com fashion market director Rachael Wang; “Social Media Best Practices,” instructed by social media personality Jopsh Ostrovsky; and “Writing Your Business Plan,” instructed by Sharmadean Reid, brand consultant and founder of London-based nail company WAH Nails.

Through the curriculum, members will learn how to create a new tagline for K-Swiss, create a lookbook, build a brand with a socially responsible mission, design shoes, build a social media voice and learn about the components of a business plan.

In the age of #WeCommerce everyone is an entrepreneur as much as they are a creator. Consequently, the global economy is becoming increasingly powered by a new generation of innovators called “artists of business.”

While it will be fascinating to see how the idea of crowdsourced marketing unfolds and what new “chairmen of the board” it inspires, it will be most interesting to see if a #WeCommerce approach to marketing that enables consumers to co-create the next chapter of KSwiss’s legacy succeeds.

I sure hope it does. Why? Because if the concept prevails, the power of storytelling will become inextricably linked to a brand’s performance and profitability, thereby catapulting marketing to the very beginning of the supply chain of invention.

http://video.style.com/watch/diplo-k-swiss-the-board-campaign-video

You can read more about Billee Howard’s book “WE-Commerce: How to Create, Collaborate, and Succeed in the Sharing Economy” right here!

Billee Howard is Founder + Chief Engagement Officer of Brandthropologie, a cutting edge communications consulting firm specializing in helping organizations and individuals to produce innovative, creative and passionate dialogues with target communities, consumers and employees, while blazing a trail toward new models of artful, responsible, and sustainable business success. Billee is a veteran communications executive in brand development, trend forecasting, strategic media relations, and C-suite executive positioning. She has a book dedicated to the study of the sharing economy called WeCommerce due out in Fall 2015 as well as a blog entitled the #HouseofWe dedicated to curating the trends driving our economy forward.