By Vicki Matranga
Design Programs Coordinator, IHA
Howard A. Lim is president of HOW Creative, a California agency that offers legal, business development, branding, public relations, marketing and advertising services. Through nearly 30 years of experience serving some of the best-known brands in many industries, the firm’s unique approach integrates strategy, implementation and management. Their process incorporates every aspect of creating a brand, from operational structure, product ideas, product design and business development to every aspect of brand-building, pragmatic marketing and advertising. This streamlined approach is efficient, economical, and effective and results in greater market share and greater return on investment.
Howard, what is the most exciting or rewarding part of your work?
Being able to contribute to our client’s aspirations and long-term success is exhilarating. I immensely enjoy co-creating with our clients and coming up with innovative solutions that propel them as industry leaders – faster. I enjoy being their business and brand architect by designing their business to become worth far more to all their stakeholders; investors, customers, media, strategic partnerships, and so forth.
What fuels your inspiration?
I’m inspired by nature, science, economic, societies, technology, cultures and thought leaders. I am inspired to do more for humanity and to support entrepreneurs. I am constantly challenging and pushing my own boundaries of knowledge.
In the past few years, what has changed most in your business?
We reinvented our business model to be completely unique from the standard business, marketing and branding practice. As a result of our innovative and relevant model, we are conducting business worldwide and supporting a wider variety of companies, entrepreneurs and inventors in all industries.
How has your company met these challenges in the way you do your work?
We develop unique systems that offer evidence-based results. We are constantly evolving our tools, mindset, technology, methodology and experiences around the subject of business, marketing, intellectual property, branding, and design.
Why did you choose to speak at the International Home + Housewares Show?
I align with the philosophy, values and culture of the International Home + Houseware Show. Additionally, the caliber of companies that the Show attracts makes it exciting andalign with the philosophy, values and culture of rewarding for me to share my knowledge, experience and feedback. Some incredibly talented individuals and companies 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, business developing and marketing as an abstract concept. I will strive to show people how to professionally design and build a successful brand. I will present actual evidence-based proof, 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:
- Convert stagnating sales into profits set yourself apart from your competitors
- Avoid costly mistakes by creating a cohesive brand image
- Obtain the right strategies to turn bystanders into buyers
- Achieve inspired and loyal customers and employees
- Prepare a brand story to attract and keep clients
- Position your business for greater success
- Leverage your customer profiles to build trust
You’ve presented in the Innovation Theater before. What are you looking forward to most from speaking at the Innovation Theater?
I enjoy providing the listeners with actual take-aways they can apply immediately to their business, marketing, intellectual property and brand for greater success. I take great pleasure in seeing what new products are coming to market and having the opportunity to meet the individuals and companies behind those products.
What do you see as consumers’ biggest concerns regarding housewares products?
I believe consumers desire more freedom to customize and personalize their products. I also feel products that can provide multiple purposes to the end user’s lifestyle is extremely important. Product design and package design and how you market plays a bigger role than ever to engage consumers from the store shelves to placing it on their home counter tops.
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 with the use of exciting integrated materials. Not to sound repetitive but again, the demands for customization and personalization are going to continue to increase in importance. 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 importantly though is keeping loyal customers loyal to you. With ever increasing competition in the marketplace, it’s more important than ever to ensure you’re delivering a brand to delivers what your specific target audience desires.
Thank you, Howard. Your energetic presentations attract a loyal and engaged audience. We can expect your program will be filled with tips on how to improve a company’s brand promise for greater rewards. We look forward to seeing your program on Monday March 7 at 1:30 pm in the Innovation Theater.
To learn more about HOW Creative, contact
Howard Lim
HOW Creative
101 South Topanga Canyon Blvd. #355
Topanga CA 90290
310-455-0389
howard@howcreative.com
www.howcreative.com
