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Branding is the key to getting loyal customers who will return to your products despite economic downturns and price increases.
Allen "A.J." Steigman, CEO of Soletron, a social networking and e-commerce platform for sneakerwear and street gear, knows just how important branding is for his newly-launched startup.
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In order to tell Soletron's story, Steigman went straight to a formula that would be most appealing to his company's customer base of teens and young adults: the comic book industry. After months of writing the script, Steigman published Soletron: Rise of the Sneakerheads.
"I think it completely brands it. It basically brings retail to the comic book world, builds a story about the brand and creates a community," Steigman — who wrote the entire script — told us. "I think its a unique concept and perspective."
The problems depicted in the script are real issues in the industry and Steigman also weaved in Soletron's iPhone app and website into the storyline. The characters even wear brands offered by Soletron.
"If you're a teenage guy then this will really connect the dots of what Soletron is all about," Steigman says.
The corporate bad guys are immediately established. They are the ones destroying individuality and customization — everything Soletron brands itself on
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Soletron is the "good" guy — coming from a modest family where all he wanted to be was an individual
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Eventually, he works too hard, loses hope and throws his shoes away. But his shoes miraculously survive leading to the birth of Soletron
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See the rest of the story at Business Insider
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