Episode 038 – Bridget Russo – Embracing the Past but Look Toward the Future

Episode 038 – Bridget Russo – Embracing the Past but Look Toward the Future

By on Aug 10, 2015 in Adaptive Reuse, Collaboration, Connect, Detroit, Lead by Action, Market Relevance, Ownership, Passion, Podcast, Reinvention, Teamwork |

Ep 38 Bridget Russo Promotional Image

 

Bridget Russo took a big risk when she left New York to live in Detroit and devote herself to marketing Shinola’s wristwatches, leather goods and bicycles that are assembled and sold in Midtown. But that’s not the story she sat down with Mike to tell – although we think that would be a pretty interesting one! (Perhaps next time, Bridget?)

In this episode, Shinola’s marketing director talks with us about why they couldn’t resist making Detroit home base and how the company blends an authentic story with quality products to create a highly desirable brand.

QUOTE IT

“Everyone sort of said, you know what, it hasn’t been done before but let’s roll up our sleeves. What do you need us to do?” (3:34)

“There’s nothing wrong with embracing the past, but you have to look towards the future and be ready to change and be nimble.” (14:51)

 

DIG IN

Bridget explains why a strong story makes a brand more compelling to your consumer at 5:11.

Beginning at 18:30 she paints a terrific picture of creative connections linking automotive manufacturing to watch-making and the creation of a degree program in fashion accessory design.

 

TAKEAWAYS
1 – A great story will captivate your target market, but you have to follow through with a quality product.
2 – Embrace your history but don’t get stuck in it.
3 – Don’t just pile on products or services for the sake of adding; make sure what you’re offering provides a meaningful service that is useful to your consumer.
4 – Detroit’s creative space has an authenticity and resilience that is inspiring people, ideas and brands.
5 – A thriving, reinvention-driven culture has to be lived, not just talked about.