Author Archives: Brett Shevack

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L’Officiel Interviews Kate Shevack About Blundstone

Posted on by Brett Shevack

In the article titled “For Blundstone, Consistency is Key to Change,” Kate Shevack was asked about the popular Chelsea boot, “which has transcended time and lifestyle with minimal aesthetic changes.” She talks with Ali Webb of L’Officiel USA about the … Continue reading

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MR Mag Features Brand Initiatives

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Kate Shevack, managing partner of Brand Initiatives Group, Blundstone’s U.S. marketing arm spoke with MR Mag in an article that looks at how “Australian Chelsea boot brand Blundstone is celebrating 50 years of the Original 500 Series.” While the brand … Continue reading

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Brand Initiatives Featured For Work On Blundstone Global Expansion

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Brand Initiatives Group & Blundstone were featured this week in MR Magazine, an industry-wide publication in the US. The article talks about Blundstone’s recent changes and pushing the global brand identity into the US market, as well as the newly … Continue reading

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Don’t choose an ad agency by choosing a campaign.

Posted on by Brett Shevack

In what other industry can a potential client call up and invite successful and respected firms to compete for their business and have them all jump at the opportunity to spend days, nights, weekends, and hundreds of thousands of dollars … Continue reading

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Private Equity needs to be more focused on Brand Equity

Posted on by Brett Shevack

“…a predatory system created and perpetuated by Wall Street solely to pump its own profits.” This was how Josh Kosman of Rolling Stone Magazine described private equity firms back in 2012. James Surowiecki was even less subtle in describing them in … Continue reading

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Think you don’t compete in a commodity category? Think again.

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A ‘commodity category’ is usually thought of as one         with non-differentiated products. Go into your local drugstore and you’ll see lots of them; brand name products sitting right next to store brand products that are exactly … Continue reading

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Defining a brand only by product innovation is high-risk, high-reward.

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Many years ago, I remember doodling during a lull in a research presentation at Gillette, a brand that revolutionized its category through continual product innovation. The latest shaving system had just been launched successfully, but I found myself wondering what would be … Continue reading

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Human resources is more than a department, it is every company’s most important asset.

Posted on by Brett Shevack

NIKE makes great running shoes, but it’s not what makes it a great company. World-class aircraft engines aren’t what make GE a world-class organization. And warm, comfortable fleece isn’t what makes Patagonia so amazing. Spend time inside a lot of … Continue reading

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Companies need to look inside, not just outside, for growth ideas

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Most companies fail to capitalize on a powerful resource for growth ideas: their own people. I am not just talking about the heads of marketing, innovation or new product development. Great growth ideas can come from sales, accounting, legal – … Continue reading

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Blundstone Campaign Featured in Mobile Marketer

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Kate Shevack is featured in Mobile Marketer this week, where they talk to her about Blundstone’s HowIRoam 2016 campaign and how it taps into social media influencers. By tagging Blundstone on Instagram and attaching the hashtag #HowIRoam, users enter themselves … Continue reading

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