By Vicki Matranga, Design Programs Coordinator
Learn how to develop and launch the right products for the right customer—with the right methods! Be sure to attend some of the free executive-level educational sessions at the Innovation Theater. These programs will give you a fresh perspective as you walk the Show and will inspire, inform and improve your business.
The four days of the 2015 International Home + Housewares Show will be packed with events and educational sessions. To help you plan your valuable time at the Show, we preview the 21 presentations that will take place in the Innovation Theater in the Lakeside Center. Don’t miss the chance to meet the speakers in person and the opportunity to ask questions relevant to your work. All programs are audio-recorded and will be available on www.housewares.org after the Show.
How to Transform Your Business into a World-Class Brand
Monday, March 9 1:30 —2:20 p.m.
Innovation Theater, Lakeside Center, Room E350
Today we are speaking with Howard A. Lim, president of California-based HOW Creative. He has represented and contributed to the business development and branding of leaders in the entertainment, media and technology industries such as Apple, Disney, Intel, Oracle, Philips Media, ABC Networks, Fujitsu, Honda and many others. Mr. Lim has been featured in the Wall Street Journal, Los Angeles Times, New York Times, ABC, FOX and CBS.
For more than 25 years, as an entrepreneur and creative director, Howard has proven through strategic business planning and brand building that any sized company can accelerate growth, profit and value, while attracting quality employees and increasing shareholders’ value. His inventive formula, known as “Authentic Business and Branding,” integrates strategy, execution and management. This comprehensive systems approach assists companies in leveraging themselves ahead of their competitors.
Howard, what is the most exciting or rewarding part of your job?
Witnessing the measurable results we bring to our clients success: higher profits, multiple revenue streams, a brand that is respected and builds loyalty, a brand worth more to consumers, etc. And witnessing the difference they make for their communities and society. My clients create cultures that thrive; it is exhilarating collaborating with them.
What inspires your passion in your work?
I’m inspired to be a disruptive innovator that changes the course of history and creates a future that benefits others. Through my clients, I’m able to achieve that goal by providing an impact on vision, mission, objectives, aspirations and goals. What could be more exciting?
In the past few years, what has changed most in your business?
We reinvented our unique integrated system from strategy, implementation and management to a more streamlined, effective and efficient approach. As a result, we’re conducting business worldwide and supporting a wider variety of companies and entrepreneurs.
How has your company met these challenges in the way you do your work?
We develop unique systems upon evidence-based results and we’ve embraced customization. We are constantly evolving our tools, mindset, technology, and experiences around the subject of business, marketing, branding and design.
You’re involved in the Show’s Inventors Corner and have spoken in the Innovation Theater several times before. What keeps you coming back?
I appreciate the philosophy, values and standards of the International Home + Housewares Show. Additionally, the caliber of companies the Show attracts makes it exciting and thrilling for me to share my knowledge. Most importantly though, I resonate with entrepreneurs this Show attracts. Some incredibly talented individuals seek out this Show.
Tell us what you will be speaking about and how and this topic is important for Show audiences.
Well, I can tell you I will not be talking about branding as an abstract concept. I will strive to show people how to professionally brand. I will present actual before-and-after case studies that have influenced billions of dollars in revenue, value and brand equity for their clients. Among the topics likely to be discussed are:
- What Authentic Branding is and what it is not, and what it may cost you if you don’t know the difference
- How to conduct a brand audit on your business for higher profits and customer retention
- How to create a business brand culture to attract more effective, inspired employees, and loyal customers
- How to enhance your business model for the new economy and increase your revenues within it
- The 5 most common—and costly—mistakes companies make
- How to expand your client/customer data base
- How to define your customer profile
- How to create new opportunities in the industry and channels for higher revenue streams
- How to look for shortcuts in your customers’ selling cycle for faster profits
- How to integrate your communications pieces to become an extension of your brand’s personality
What are you looking forward to most from speaking at the Innovation Theater?
I enjoy providing the audience actual take aways they can apply immediately to their business for greater success. I take great pleasure in seeing what new products are coming to market and meeting the individuals behind those products.
What do you see as consumers’ biggest concerns regarding housewares products?
I feel consumers desire more freedom to customize their products. I also feel products that provide shortcuts and efficiency to life without sacrificing elegance or beauty in design will be an increasingly important concern for consumers.
What are some of today’s trends or issues that new product development professionals and/or retailers face in the housewares market?
People want products that are functional and high quality while maintaining a design style that is elegant and not dated in appearance. Not to sound repetitive, but again, customization and personalization will continue increasing in importance for the consumer. With the advent of 3D printers, people are going to demand freedom in design and it’s important to be sure you can deliver. Most important, though, is keeping loyal customers loyal to you. With ever-increasing competition in the marketplace, it’s vital to ensure you’re delivering what your specific target audience desires.
Thank you, Howard, for outlining what you’ll be presenting on Monday, March 9 at 1:30 p.m. Your energy and enthusiasm always infuse your presentations.
Additionally, Howard will offer special services and will sign his latest book after his program. Contact Howard Lim at: