Monocle editor Tyler Brûlè hosts a conversation with branding experts Alina Wheeler and Steve Manning on what small business owners should know about defining and communicating the values of their business. Hear firsthand what happened when OPEN Cardmember Iris Schreier's company, Artyarns, underwent a brand makeover when partnered with NY branding agency OFFICELAB, as part of American Express OPEN's Project RE:Brand web series. (To hear OPEN Mic, click on the Play arrow, or rollover and select a segment from the navy blue bar above.)
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Segment 1
00:00
Alina Wheeler, author of \"Designing Brand Identity\", highlights practical reasons why small businesses should update their brand identity across a variety of consumer touchpoints.
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Segment 2
08:43
OPEN Cardmembers Iris and Elliot Schreier, co-founders of Artyarns, purveryors of fine hand-crafted knitting wools, and Dominic Sinesio, co-founder of NY branding agency OFFICELAB, discuss the process of redefining the company's brand identity.
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Segment 3
20:12
Steve Manning, Managing Director of Igor International, talks about the importance of giving your company the right name, and provides tips on what works, and what doesn't, in the name game.
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