Today I’m bringing you a guest from outside the industry. Because just as sometimes a great new category can be created by combining two product categories, sometimes great ideas from one industry can work well in another.
In this interview, we’re talking with Brian Kurtz, leader of one of the most successful information publishers in recent years. What I really like about Brian is that, while he managed publishing company Boardroom Inc., he and his partner Marty did exceptionally well at selling “air.”
Specifically, information where the value is derived not by the product itself, but what the product can do. Information is not the easiest sale to make.
And although fashion is entirely a physical business, in a world of commoditization, the lessons learned from selling something that you can’t physically touch or feel offers something to all of us in the fashion business.
We’re going to discuss:
How results-based marketing can help fashion brands win at the cash flow game
The single most important asset a brand can have (no, not influencers)
The huge advantage of a compelling story…and one brand that has mastered it
A quirky shoe brand that totally gets how to properly communicate with their audience
To listen to the podcast, click here.