Dear Lynda,
A close friend recently suggested I read Rubies in the Orchard to supplement my Communication Studies classes at Northwestern University. Needless to say, I loved it! I am currently a senior at NU and believe product branding is a thrilling field and am passionate about incorporating consumer insight to build and transform a brand across trends and time. The advice, anecdotes, and accessibility (more…)
Value. Unique selling proposition. Community/transparency. I refer to these three concepts as the Three Gems, the pillars on which any business must be built if it hopes to grow and survive.
When most people think of the third gem, the first brands that spring to mind are Twitter and Facebook – both wonderful tools, but they comprise only two pieces of the social-networking puzzle. Ning brings the picture one step closer to completion, with an affordable solution that has helped millions of small businesses build social networks that are big on community and small on cost. (more…)
Even before the Great Recession, small businesses knew that if they were to compete against the big guys, they had to stand out. One way to do so was by telling their story – of the company’s creation, their philanthropic ties, their unique ingredients – in order to appeal to an audience that might otherwise have been lured away by the big-budget marketing campaigns of larger competitors.
That’s precisely what Shmaltz Brewing Company did. By creating a brand tied to a heritage, Jeremy Cowan’s brainchild tapped into a ready-made tale thousands of years in the making – and they do it all with a hearty dose of humor.
(more…)
Just as Jason Thompson proved that art can be profitable, Lolita Healey has also turned her talent to riches. But unlike Thompson’s Rag and Bone Bindery, Designs by Lolita has taken the licensing route, which has given Healey a whole different ballpark to play in. So far, she’s batting a thousand. (more…)
When money’s tight, eating out may seem like an unnecessary indulgence, especially when all the affordable options seem about as nutritious as a deep-fried Twinkie. That’s where sweetgreen comes in. By serving wholesome yet filling meals for less than $10 per person, the D.C.-based chain is changing the definition of fast food, one salad at a time. (more…)
When a former 
employee contacted me on advice for his new business, I just couldn’t pass up the opportunity. Not only does Michael Talve have a fabulous product, his environmental and philanthropic soaps are cleaning up this planet, one shower at a time.
Read on to hear the advice I gave to Michael on how to make his Vivo Natural Products even more desirable to customers. (more…)
Ruby Tuesday: Children’s Orchard (MP3)
You’ve heard the complaint often enough: Before there’s so much as a hole in Johnny’s new jeans, he’s outgrown them. Or Jane needs a special party dress that she’ll wear only once. With the rate that kids grow, clothing makes up a large portion of the estimated overall $1,375,408 it takes to raise a child from birth to high school. Considering that doesn’t even include college, many parents will need to do more than clip coupons and give bowl haircuts to make ends meet.
That’s the problem that Children’s Orchard’s business model focuses on – and with great success. Now when Momma needs a new pair of shoes, she can (more…)
Whether or not you voted for the guy, you have to hand it to him: Barack Obama and his team know how to market to the masses. Three years ago, few people outside of Illinois had heard of the former senator, let alone considered him a viable candidate for presidency. Today, Obama’s face is plastered on more merchandise than Hannah Montana’s. It wouldn’t surprise me if (more…)
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