Building your Corporate Culture

by Kim Lavine

About this time, winter turned to spring, and I was selling dozens of Wuvits a week off the back of my truck. All those people who had gotten one for the holidays were starting to talk, and my reputation began to precede me.

Building the Brand Story

I learned to keep a basket with me at all times, because people would stop me everywhere I went and tell me they wanted to buy one for a gift or for themselves. The basket I hauled Wuvits around in soon became so closely identified with the product that it was key to the unique personality of my brand.

At this point, with only one retailer,I still hadn’t felt the need of refining my Point of Purchase (P.O.P.) merchandising strategy. Heck, I didn’t even know what that meant then!

Necessity is the Mother of Invention

All I knew was that having an attractive wicker basket in my car that held at least ten Wuvits at a time was not only a convenient way to carry them into the bank or the YMCA on my daily errands, but it looked good too! Necessity is the mother of invention and soon the basket became a critical image of my corporate culture, an identifying element of my fledgling company that would help define and promote it in the marketplace.

Building the Brand Associations

Just as Google used such accoutrements as lava lamps, large rubber exercise balls and saw-horse desks to express its culture of fun, high-density productivity and small company feel, I realized that wicker baskets filled with home-made gifts carried by a mom with two small children in tow had a magical and marketable charm all its own.

An excerpt from the critically-acclaimed bestselling book Mommy Millionaire. CLICK HERE to read more or buy the newly-updated Platinum Edition.

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