By Vicki Matranga, Design Programs Coordinator
At the International Home + Housewares Show in March, the Innovation Theater in the Lakeside Center will present 21 educational programs, every hour beginning Saturday morning and ending Tuesday afternoon. At the Theater, located in Room E350 (near the entry to the Level 3 Lobby), experts in new product development and launch will discuss critical and timely topics in our industry. Over the next few months, we’ll introduce you to the presenters with a series of interviews. Be sure to mark your calendars for these exciting programs! Check www.housewares.org regularly for updates on the schedule of Show events.
Monday March 4, 1:30 –2:20 pm
How to Magnify Your Brand to Maximize Sales, Customers, Value, Equity and Profits
Howard Lim, president of HOWCreative, is a noted branding expert. For more than two decades, he has spoken before organizations and business managers and owners on the subject of creating, designing and building Authentic Brands®. His work has resulted in many award-winning solutions and influenced billions of dollars in revenue, brand value and equity for his clients. Howard has represented and contributed to the branding of such industry leaders as Apple, Disney, Xerox, Honda and others. He is also founder of Authentic Branding Core TrainingTM. His work has been featured in the Wall Street Journal, Los Angeles Times, New York Times, industry publications and he has been seen on ABC, FOX, CBS.
Howard, what inspires your passion in your work?
I am passionate about assisting business owners in building the best brand possible. Furthermore, I value and encourage Authentic Brands to assist consumers to know that the products they’ve purchased are reliable, unique and will improve their life experience. I believe in helping clients build powerful influential brands that contribute to their businesses, customers and cultures.
Why did you choose to speak at the International Home + Housewares Show?
The best of business practices and thought leaders come together here to shape future lifestyles in everyday living environments. I want to be a part of this movement and contribute to the ideas and inspiration that result from it.
Tell us what you will be speaking about and how and this topic is important for Show audiences.
Most companies want to increase their sales, customers, value, equity, profits and partners, and don’t know how or why their strategies are not working. I discovered that often it’s not their product and/or service that is the problem, but their brand core, identity and image. I will show them how to shorten their learning curves, excel or better their business model and get inspired.
You’ve presented in the Innovation Theater before. What are you looking forward to most from speaking this year?
I look forward to giving great content to the audience that will inspire them to take action. I want to contribute to the value participants will gain after attending the International Home + Housewares Show and ensure they have an enriching experience.
How does the Innovation Theater help you spread your message?
When the participants receive value from my program, they spread the word about HOWCreative and what we can offer to other businesses or entrepreneurs.
What kind of impact can the speakers of the Innovation Theater have at the Show?
The speakers share their knowledge and experience with the participants who then can apply what they’ve learned to their business yielding immediate results.
What do you see as consumers’ biggest concerns regarding housewares products?
The consumer has too many products to choose from and doesn’t always know which brands to trust.
What are some of today’s trends or issues that new product development professionals face in the housewares market?
Personalization and customization of products to fit the aspirations of the customer’s behavior and spirit are definitely up and coming trends that people in the housewares industry need to understand. Additionally they need to offer products that are an extension of the customer’s personality.
What is the best advice you could give someone trying to get into your field?
Go to school and study a minimum of six years of product and graphic design, philosophy, economy, art history, business, architecture, science and computers, and be mentored and trained by the best in this multi-layered industry.
Thank you, Howard. We’re sure you will deliver on your promise to provide insight and value to audiences looking for guidance on the importance of branding.