The Shinola Story: The Making of A Modern Brand in Detroit
“The Unconventionals” is an award-winning podcast that shares the stories of the CEOs, CMOs, and visionaries who placed unlikely business bets and won big. Now in its fifth season, the series is a dazzling reminder that the biggest risk in marketing is being like everybody else. Hosted by Mike O’Toole, president at PJA Advertising + Marketing.
People have enjoyed “the finer things in life” as long as “things” have existed. But today, the definition of the word “finer” is evolving, and it’s compelling the luxury industry to respond. Leave it to luxury watchmaker, Shinola, to keep up with the times.
In this episode of “The Unconventionals,” Shinola CMO, Bridget Russo, talks about how luxury is becoming less defined by the famous faces in front of the brand and more about the everyday people behind it. How it’s becoming less about the price tag and more about social currency. “People no longer just want a great product,” Russo says, “They want a great story.”
Taking advantage of this Darwinian Gap in the luxury timepieces market, Shinola is building more than just a brand. They’re handcrafting highly-designed watches, bikes, and leather goods; creating jobs for hundreds of hard-working folks in Detroit; and helping to restore the original maker city to its former glory. And people are paying $500-$800 per watch to own a piece of it. “We’re walking the talk,” Russo says.
People will always enjoy the finer things in life. And as brands like Shinola prove, the finer things can look good and do good.
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