Shinola CMO Says Job Creation is No. 1 for the Detroit-based Company

Sarah Steimer
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Key Takeaways

​What? Shinola CMO Bridget Russo says the company is focused on job creation and training.

So what? This mission drives the brand and keeps its products and marketing consistent.

Now what? Brands can promote their products and mission side by side tostrengthen one another.

April 6, 2017

​Jobs come first at Shinola, according to CMO Bridget Russo

Sure, the company makes watches, journals, bicycles and products in other categories, but Russo says much of Shinola’s efforts come back to how they can create jobs and train workers.

Russo spoke with the Answers in Action podcast and discussed her company’s latest ad campaign, “Let’s Roll Up Our Sleeves,” how Shinola has kept its messaging consistent and even some plans they have for a hotel in Detroit where guests may be able to purchase the items they use.

Above all, Russo stressed the impact that Shinola aims to make in everything it produces, be it job creation, offering durable goods or highlighting others doing good work.

After spending years in the fashion industry where there wasn’t always meaning behind the beautiful items and ads, she finds Shinola to be the purpose-driven organization she could get behind.


 

 Episode No. 13: Shinola CMO Bridget Russo on job creation, brand consistency

 

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Author Bio:

 
Sarah Steimer
Sarah Steimer is a staff writer for the AMA's magazines and e-newsletters. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer.
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