Detroit-based luxury goods brand Shinola is only five years old, but has already been dubbed the coolest brand in America. Through its compelling brand story, Shinola has built a brand with firm roots in its local community. How do they scale this success to Chicago, New York and other cities, building a global brand while continuing to celebrate local craftsmanship?
Shinola’s Editorial and Social Media Director Sarah Shanfield joins us for an exclusive Q&A on her approach to building brand in an age where authenticity matters. As brands invest more in content localization and personalization, authenticity will be crucial to tying that strategy to success. Sarah will also share behind-the-scenes insights on how Shinola ties its content with its craft: by pairing its content creators with makers and product designers.
Sarah Shanfield is a social media strategist and content creator. As a California native, she cut her teeth in New York City- building platforms for print publications like Brooklyn Magazine during the day, while performing standup comedy at night. From the publication world, she headed to brands- first as a community manager, then copywriter, and then director. She has worked on Cleo and Lion-award winning social teams, executing budgets and activations both big and small. She came to Detroit in 2015 to head up the social media and editorial department of luxury watch and leather goods manufacturer Shinola. She can be found creating content at their Milwaukee St. factory or onstage at The Moth, every first Thursday of the month.
Chris Bolman is the VP of Marketing at Percolate, a software company building The System of Record for Marketing. At Percolate, he manages cross-channel initiatives ranging from events and advertising to content publishing and marketing engineering. Connect with him on Twitter @ChrisBolman.