Bigger Than This
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xxvi Birkner, Christine. “How Clothing Brands Are Embracing Transparency to Meet the Growing Demand for Sustainable Apparel.” Adweek. May 1, 2017. Available online at http://www.adweek.com/brand-marketing/consumers-care-about-sustainable-ethically-made-apparel-and-these-brands-are-providing-it/
xxvii “Most Innovative Companies: Ever-lane.” Fast Company. March 2016. Available online at https://www.fastcompany.com/company/everlane
xxviii Entrepreneur staff. “Businesses Disrupting Industries with Their Brilliant Ideas and What You Can Learn from Them.” Entrepreneur. June 5, 2016. Available online at https://www.entrepreneur.com/slideshow/294846#0
SOLIDARITY
xxix Olson, Parmy. “Dial-a-Caravan.” Forbes. June 29, 2017.
xxx Taylor, Alan. “Alan Alda Reveals His Top Communication Techniques.” Entrepreneur. May 26, 2017. Available online at https://www.entrepreneur.com/article/294780
INDIVIDUALITY
xxxi Ewing, Steven. “Volvo XC90 First Edition Sells Out in 48 Hours.” Autoblog. Available online at https://www.autoblog.com/2014/09/05/volvo-xc90-first-edition-sold-out/
xxxii Shaki, Chris. “VOLVO XC90: The Full Luxury SUV King.” Motor Sports Nationals. May 27, 2016.
xxxiii Novy-Williams, Eben. “Sports Champion T-Shirts Delivered Just After the Buzzer.” Bloomberg Businessweek. March 15, 2017.
INDEX
| A |
Absolut Vodka, 158
Airbnb, 47, 66
Airplane Mode podcast, 51
Alda, Alan, 147
Alpha Pooch, 96
Amazon, 66
Amazon Prime Now, 24
AND?DNA, 25–26, 170
Apple, 66
Apple Watch band, 90
Aspiration, 68–69
AT&T, 132
Avis, 131
Away, 50–51
| B |
B Corporations, 54–55, 83, 84
Baby Teresa, 96
Baratoff, Michael, 55
belief, 63–75
Bennison, 85
Bixbee, 96
Blanket Statement, 96
Blur, 107
Bogo Bowl, 96
Bogo Brush, 96
Bombas, 91–94
Boys & Girls Clubs of America, 151
“brand activists,” 47–48
brand aura, 105
Brennstoff, 71–72
Brett, Jim, 28
Brexit, 65
Bucketfeet, 159
Budsies, 159
Budweiser, 66
buy-one-give-one, 82, 86–87. see also one-for-one model
| C |
Café Momentum, 98
Campos Coffee, 78–79
Careem, 145–147
Carl XVI Gustav, 160
cause, 77–101
cause-stamping, 90
Chewy, 119–121
Chocano, Carina, 33, 35
Clinton, Bill, 111
Coca-Cola, 66, 106, 158
Combat Flip Flops, 52–53
commodity brand traits
belief, 63–75
cause, 77–101
delight, 117–127
heritage, 103–115
individuality, 157–169
overview of, 41–43
solidarity, 143–155
story, 45–61
transparency, 129–141
commodity brands, resurgence of, 23–39
Company Store, 97
“consultants,” 24
costume analogy, 12
crowdfunding, 72
crowd-sourcing sites, 30
customization, 51, 158–169
| D |
Daniel Wellington, 38
dating apps, 147–148
delight, 117–127
DNAinfo New York, 149
Dove, 46
Drybar, 15
| E |
early supporters, 30–31
email return on investment, 127
empathy, 37, 68–69, 145, 147, 149
Enjoy, 24
equal pay, 83, 149
ethical sourcing, 83
Ethos Water, 97
Everlane, 136–138
Everytable, 152
Everything Happy, 96
Evian, 104
expectations, 32
| F |
Fanatics, 164–166
Ferrell, DW, 67–68
Fishpeople Seafood, 54–59, 84, 172, 175–176
Fossil, 108
Freitag, 161, 162
fundraising, 48–49, 144–145
FYRE Festival, 33, 34
| G |
GEA, 71–73
Gelles, David, 65
gender pay equality, 83, 149
Give and Take (Grant), 48–49
Glossier, 133
Goodspread, 96
Grant, Adam, 48–49
Grey, Skylar, 13–15
Grey’s Anatomy, 51
Griffin, Erin, 36–37
Griffin, Matthew, 52–53
| H |
Häagen-Dazs, 105
Hand in Hand, 97
Happy Socks, 91
Here, 51
heritage, 103–115
Hershkovits, David, 112
Hertz, 131
High There, 148
Houser, Chad, 98
How to Launch a Brand (Geyrhalter), 171–172
| I |
Ibrahimović, Zlatan, 160
immigration reform, 66
Indiegogo, 30
individuality, 157–169
Industry of All Nations, 26
innovation
embracing, 30
technology startups and, 27
IOAN Team, 26
Irish Spring, 105
| J |
Janzer, Cinnamon, 86–87
John, Daymond, 93
Johnson, Jack, 162
“Judgment Free Generation,” 151
Juggle the World, 96
| K |
Kartsotis, Tom, 108–109
Kickstarter, 30
KIND bar, 88
| L |
Leben ist keine Generalprobe, Das (Life Is Not a Rehearsal; Scherg), 73
Legere, John, 130, 132
Lesnick, Amy, 79–80
limited edition products, 159–161
Localism! 67
Lstn, 96–97
| M |
Maison Mano, 97
mass customization, 159
Meyer, Danny, 16
Michael, George, 106
Microsoft, 66
“Moving Mountains” (Grey), 13–15
Mraz, Jason, 162
MWWPR, 47–48
| N |
National Public Radio, 29
Neiman Marcus, 66
NGF, 73
Nike, 65
Nordstrom, 66
nostalgia, 105–107
Nutella, 158
| O |
Obama, Barack, 111
O’Leary, Kevin, 85–86
Olson, Parmy, 146
One World Futbol, 96
one-for-one model, 27, 29, 81–82, 85–87, 91–94, 96–97, 149
one-of-a-kind products, 161–163
Origin, 47
OzHarvest Market, 69–70
| P |
Pacha Soap, 97
Package Free Shop, 80–81
“Pay What Is Fair” model, 69
“Pay What You Want” strategy, 152
People Water, 97
Perman, Stacy, 109
personal brands, 29–30
personalization, 159, 163
PetSmart.com, 121
Pixar, 47
Places We Return To, The (Away), 50–51
Planet Fitness, 150–151
Plasse, Ken, 56–57, 84
Pledge 1%, 79–80
politics, 65–67
Popcorn Palace, 144–145
Poppin, 123–125, 172
positioning statement, 172
Preysman, Michael, 136–137
Project 7, 88, 90
Punch Bowl Social, 121, 123
Purple, 38
purpose, 79
| R |
Radiohead, 152
Rareform, 161–163
REI, 66
Revlon, 46
Revson, Charles, 46
Rhimes, Shonda, 51
Rinke, Ryan, 66
Ritual, 135
Rolling Stones, 29
Roma Boots, 97
Rubio, Jen, 51
Ruby Cup, 97
Runway Baby Organics, 97
| S |
Salad Match, 148
SAME Café, 152
Scherg, Nicole, 73
Schumacher, E. F., 22
Scott, Kendra, 163
“sell one, donate one,” 81
Shake Shack, 16
Shinola, 24, 106, 108–112
Signorelli, Jim, 52
Smile Squared, 96
Snapchat filters, 35
Soapbox, 97
social media
effect of, 13
rise of, 30
social-good-oriented companies, 27, 29
solidarity, 143–155
Solo Eyewear, 97
Stance, 91
Staples, 123
Starbucks, 46, 65–67, 87–88, 89
Starck, Philippe, 124
State, 96
Staudinger, Heini, 71–73
story, 45–61
Storybranding (Signorelli), 52
Stritzke, Jerry, 66
Swatch, 38
Synced Smiles, 96
| T |
Tesla, 37
T-Mobile, 130, 132–133
Toluna, 81
TOMS, 24, 27, 36, 81, 87, 90, 172
Too Apparel, 97
Topgolf, 38
transparency, 129–141
tribes, 64–65, 74
Trump, Donald, 65–66
Trump, Ivanka, 66
| U |
Uber, 15, 37, 66, 145, 147
unique selling position (USP), 52
| V |
values, 36, 65, 67–70, 74
Verizon, 132
Volvo, 160
| W |
Wakawaka, 97
Warby Parker, 27, 97
Way Station, 149
Wear Panda, 97
Weber, Bruce, 108
Weinstein, Lauren, 86–87
Weiss, Emily, 133–135
West Elm, 28
Wewood, 97
Winters, Careen, 48
| Y |
Yoobi, 97
You and Who, 97
Young, Will, 78