Here at HOW Creative, we understand that every business has an equal opportunity for success. Every business has their own unique story to tell, which is why you should never settle for being a simple, knockoff brand.
Since 1987, HOW Creative has partnered with businesses to develop business, branding and marketing strategies, help execute powerful and innovative business ideas, and maintain Authentic Brands®. It is from that core expertise, that allowed HOW Creative to evolve into a successful, international firm, who’s unique core model includes two distinct, yet complementary domains: business and branding.
Today, around the world, business success is a delicate blend of both science and art. It is a process that requires the creative genius to be harmonized with technical know-how, in the proper proportions. We’ll make your business model more efficient and profitable by pinpointing what your business, and your brand, truly stand for. We’ll help you define (or revitalize) your business structure, purpose, values and culture. Through this brand positioning process, we will help you create a brand that not only authentic, but difficult to duplicate – thus creating a valuable piece of intellectual property.
HOW Creative is a full-service firm. From A to Z, we can do it all. From start-up and exit strategies to employer branding and online marketing strategies, and everything in between, HOW creative will be with you every step of the way, regardless of what phase of your business life cycle you are in. Even if you are an established company who has outgrown it’s primary niche or market, we can help develop new marketing objectives and promotional strategies to help you gain a foothold in additional markets. We always focus on designing holistic, whole-business platforms that are flexible enough to support and encourage, future growth. Our process and concepts are all evidence-based and will work for any business, any product and any service.
Our Promise: We promise the most value for each invested dollar.
Vision: We design businesses as Authentic Brands®, that will connect you to the customer’s intellect, emotions and experience. Our brands make a contribution to the world and ultimately enrich millions of lives.
Purpose: With 30 years of experience with Fortune 100 businesses and branding strategies, we are industry leaders when to comes to creating a brand. These experiences have given us the ability to develop and refine our Comprehensive System Approach™, which can be applied to any size business to inspire accelerated growth and profits. We transform the customer experience, increase the business and brand value and brand loyalty, while attracting strategic partnerships.
Why do consumers choose one company, product or service over another? Typically the reasons are powerful business and branding strategies. Market share is usually a reflection of the power of the brand image in the customer’s mind.
When branding your business, it must stand for something, and that something must be clear in order to be perceived as authentic. We’ll help you build an authentic business and brand from scratch — step by step. We offer from-scratch business and brand-building, a business and brand upgrade or a complete business and brand makeover.
Does a brand have value? Absolutely. Branding, ultimately, is the most important business language, and your brand positioning and value will be reflected in your company’s bottom line. Put another way: Your brand image will either be an asset or a liability.
In the end, business is always about measureable results.
Our Comprehensive System Approach™ has created countless numbers of best-in-class brand identities and is a driving force in the continued success of several multi-million dollar companies. Click through to read about how we consider every unique opportunity and challenge when developing a brand, and the results that followed.
By ensuring your brand image is effectively aligned in the minds and hearts of your customers, we will help you forge an ongoing relationship with your target market. This new level of brand loyalty can strengthen and expand future business growth strategies.
With a smart brand strategy, your company can enjoy…
Founder Eric Alon first started WSS by selling shoes out of his van at swap meets. Today, WSS has grown to over 60 store locations throughout the Greater Los Angeles area and beyond. WSS is known for its wide range of athletic footwear, including Nike, Air Jordan, Adidas, Pumas, Vans, CAT and many others.
But during the recession, WSS lost 10% gross profits annually for three consecutive years. The problem: their primary demographic had less disposable income. When they came to HOW Creative, they were understandably concerned about WSS’s future.
HOW Creative began by developing a 3-day Master Blueprint to pinpoint the company’s core DNA. What makes WSS unique? Why this should matter to prospects and customers? Taking Alon’s successful business ideas into account, we reevaluated everything about WSS, while crafting a business plan that would allow him to meet his marketing objectives. By working with each department to resolve issues and define the company’s goals, we were able to create and integrate a business, market and branding strategy.
We transitioned the company name from WSS Warehouse Shoe Sale to WSS. Then we created a recognizable brand image to initiate brand loyalty the new WSS. The look of the stores was redesigned, both inside and out, and a brand personality was born.
HOW created over 500 Engagement Points, creating a brand image everyone would be able to recognize world-wide. We then synchronized those Engagement Points — name, mark, colors, advertisements, marketing, store designs, signage, radio spots, banners, events, vehicle designs, direct response, incentive programs — giving WSS one clear, bold voice and look.
In seven months, WSS had completely turned around with positive results.
When WSS began working with HOW Creative, they had fifty-two stores in the greater Los Angeles area. With HOW’s branding help, they grew to 87 stores in under five years, and continue to add and open new stores each year across America.
opticwash, a kiosk machine that washes eyewear, began as an experiment called Shade Saver in founder Bryan Myers’ garage. It was a modern, technology-driven solution to a common problem: traditional cleaning methods don’t thoroughly clean glasses, and using a shirt will only scratch the lens. With the innovative kiosk, anyone could access the service.
However, Myers didn’t know how to begin marketing a product like the Shade Saver.
Together with Bryan and Brandon Myers, HOW Creative first developed a 3-day Master Blueprint. We co-created marketing objectives, including a pricing strategy, branding strategy, and promotion strategy to get this product out to consumers as quickly as possible. Through retail business development, we developed brand guidelines that would help open up vertical markets and create an experience consumers would return to often. We identified these multiple revenue streams to help create profits:
We changed the name from Shade Saver to opticwash, allowing for a broader appeal for all types of eyewear.
HOW Creative helped opticwash file a stronger patent, offering better functionality, benefits, and value. We identified distribution and marketing channels that would provide the greatest exposure. We then designed and synchronized the brand image across the kiosk, vehicle wrap, mark, stationery system, brochures, press kit folders, tradeshow booth, app, animation, website, and more.
Innovative opticwash became a brand leader, being ‘the world’s first automated kiosk dedicated to cleaning eyewear of all types.’ Today, opticwash has expanded to the country’s largest malls, airports, car washes, military locations, and other vertical markets.
The Los Angeles Marathon, sponsored by Honda, is one of the largest marathons in the world, and ranks among the premiere marathons in the U.S. As you might expect from an entertainment capital, this annual city-wide celebration features more live entertainment per mile than any other race worldwide (85 performing groups along the route), and draws an audience of over one million spectators.
In its fifteen years, The LA Marathon failed to establish a unique brand identity. HOW Creative was chosen to create that identity while infusing all promotional efforts with renewed life. But there was a wrinkle that threatened this goal: the Marathon’s media budget was smaller than previous years.
We knew that the strategic use of form, function, structure and color across all engagement points would be the key to increasing brand awareness and attracting larger audiences. With more than 25 Inspiring Engagement Points (such as brand icon, advertisements, billboards, awards, marketing kits, street banners, medals, vehicle wraps for the buses and pace car), the biggest challenge was creating an integrated brand identity campaign. To accomplish this, we developed a branding strategy that creatively met their budget.
From city bus signs to the award medals, HOW Creative redeveloped the entire brand identity campaign. We employed sunny, energetic yellow as the primary color against a complementary blue sky. The typography was redesigned to be easily readable at a distance. Stylized illustrations of runners captured the high energy of the event, while maintaining a fun and entertaining environmental tone. The dynamic simplicity of the design on vehicle wraps was perceptible within seconds.
The new LA Marathon was a record-breaking, sold-out event that drew 23,000 participants — the largest event ever in the marathon’s 15-year history. The result? Increased business revenues, increased brand value and equity for the LA Marathon, and a stronger bond with the community.
Founded by Jan Miller in 1998, Stander’s primary focus is to produce durable medical equipment. Stander maintained its price leadership position by value-engineering products to keep quality high and prices low. (All Stander products retail for under $199.)
Stander Inc. takes a unique total product development approach. It recruits the industry’s best engineers and patent attorneys, bringing between two and four new products to market each year. As a result, Stander has a reputation for developing products that are unique to their market, because their products are the low-price leader by a wide margin.
Having secured a strong position in the durable medical equipment industry, Stander wanted to expand its vision to the mass retail market. This new business model quickly made them realize many of their reliable business and marketing strategies had to be rethought and redesigned.
While Stander’s products were ready for mass retail distribution, its brand image was not.
During an intense 3-day HOW Creative Strategic DNA session, we linked business strategy to a branding strategy, reinventing their business model and brand. In the process, we created multiple new revenue streams and developed a concrete plan and timeline for Stander’s debut in the mass retail market.
HOW Creative redefined all the core elements of the brand identity: name, vision, promise, position, message, philosophy, colors and slogan. We developed an entirely new brand image reflecting this new identity.
Introduced in 2005, Piano Wizard® combines the fun of playing a video game with the fundamentals of learning piano. From the moment the game starts, the child is playing the piano on Piano Wizard. They learn intuitively to hit the right note at the right time. Gradually, as skill level advances, so does the game’s challenge level and before you know it, the child has learned to read music.
Piano Wizard did not know how to fully mine and craft its target audience, in addition to creating a likeable brand personality that would appeal across demographics. They also needed to figure out their optimal marketing channels.
HOW Creative identified target audiences within various industries and positioned the product as an educational and entertainment platform with appeal to the entire family. Piano Wizard was distributed through retailers such as Apple, Target, and music stores, as well as through Internet and educational programs.
HOW Creative designed the Graphical User Interface, character design, packaging, brand marks and created the complete brand identity system. We also developed other promotional platforms such as advertising, websites, T-shirts, packaging, posters, manuals, animations, television commercials, books, and merchandise.
We developed a brand style guide to protect the brand across multiple platforms, and ultimately, built a family of brand extensions — from Music Wizard, Piano Wizard to Piano Wizard Academy.
Piano Wizard immediately received rave reviews in Wired Magazine, Wall Street Journal, and ABC, NBC, CBS and Fox News. It won multiple awards such as Top Toy of the Year Award, Nappa Gold, The Toy Man – Seal of Approval, iParenting Media Winner Awards, eChoice Award and Computer Times Editor’s choice.
These honors led to licensing agreements with Fisher Price, Hanna Montana, Billy Joel, and many more. Our efforts resulted in building brand value and equity in the millions.
Tempus Expeditions is a provider of advanced audio and kinetic technologies for multimedia, motion-based rides. You’ll see its systems at work in Seaworld Atlantis in Orlando, Star Trek at Las Vegas Hilton, Busch Gardens’ Tut’s Tomb in Tampa, Jurassic Park at Universal Studios, Hollywood, and IMAX/Ridefilm attractions worldwide.
Tempus Expeditions needed hep to premiere a new attraction at Mall of America in Minneapolis, Minnesota. They required merchandising to be used in the company’s retail store that would reflect Tempus Expeditions’ high-energy, multi-faceted approach to delivering thrills to millions. HOW Creative’s goal was to visually capture the spirit and energy of a company…but because the company was so multi-faceted, no one single visual approach seemed adequate or complete.
We combined successful business ideas, assembling the many images that, together, best communicated the brand personality of Tempus Expeditions. The personality could be simply conveyed with one word: adventure. Adventure is the driving force behind all the scary thrills the company creates.
We selected whimsical adventure images that represented the company’s past, present and future. These images had to be executable in numerous promotional and merchandise forms, including: signage, park tickets and gift certificates, apparel such as ball caps and sweatshirts, plus cups, mugs, fridge magnets, posters and more.
The products were a sensation, contributing to ticket sellouts while increasing the emotional branding attached to Tempus Expeditions. In addition, the Inspiring Engagement Points™ employed in promoting the premiere of the new Mall of America were credited with greatly enhancing attendance, as well as customer perception of the event. Stakeholders applauded the merchandise for representing the brand image accurately, creating a strong brand impression, and giving customers a chance to take a bit of their event experience home with them.
LySonix is a high-tech company that develops innovative tools for the plastic surgery profession, such as soft tissue aspiration technology, a vital component in liposuction equipment.
When LySonix entered the marketplace, plastic surgery was becoming a technologically advanced and popular solution. LySonix’s leading-edge, high-quality products were perfect for this emerging market, but the company needed really persuasive business communications and branding guidelines to educate that market.
To align with the self-image of its upscale, highly educated prospects, HOW Creative created for LySonix a brand image that positioned the company as modern and forward-thinking. This brand positioning became synchronized across all Engagement Points, including a catalog design delivered to plastic surgeons and nurses. This catalog employed stylish design and high-quality printing (at that time unusual for medical technology catalogs), which raised a few eyebrows.
This strategic positioning claimed that if LySonix’s catalog was this special, their products must be, too. We then developed advertising, outdoor signage, posters, the brand mark, color scheme, and an elaborate tradeshow booth design, building exterior and showroom reception area design, and a product extension identity system.
LySonix grew its reputation through brand personality exactly the way it wanted to among its industry peers and for prospective clients. Their pioneer campaigns exhibited a new level of creative thinking never done before in the profession, which has allowed them to keep a lead ahead of other brands.
For more than half a century, NAPTE has presented awards for the world’s best cable programming, continually proving itself a vital and change-sensitive force in the ever-evolving television industry. Through the years, one thing has remained constant: NAPTE’s commitment to keeping its members apprised of daily changes in global media.
However, their event’s past invitation and program designs were boring, undifferentiated and they didn’t express NAPTE’s innovation nor their entertainment personality. They were failing to attract and appeal to the right target audience. They asked HOW Creative to help them increase their innovation, charisma, and style to match the same levels integral to their celebrations and awards. We needed to position the brand as an industry leader and set new standards for its branding design solutions.
Since the award ceremony is long-established among NAPTE members, HOW Creative produced numerous business development strategies that offered a new brand image in items like invitation cards, ads, posters and brochures—these were released in a specific way to pique member curiosity and encourage involvement. The NAPTE ‘Call for Entries’ brochure, for example, deployed multiple folds, cleverly positioned to make the recipient experience more fun and encourage readers to explore the coveted Iris Award statue, a top prize at the ceremony.
HOW Creative received praise from attendees and recognition for a well-represented brand image through the integration of all its engagement points. HOW Creative set a new standard in brand design for NAPTE, as well as a new standard for event attendees’ overall experience.
Two food brands… both well-established businesses for nearly a century. Allen Prime Meats was respected for its premium meats. Los Angeles Provisions was respected for its fine foods. They were about to merge.
How could we effectively merge two established food brands with drastically different attributes in the marketplace? Additionally, one brand equity was not greater than the other to easily move forward with an existing image. The brand identities of both companies were out-of-date, lacking inspiration and consistency across media.
Fortunately for both companies, the market was perfectly timed to co-brand within the premium meats category. Allen Prime had the brand positioning as a purveyor of upscale steaks (filet, tenderloin & Wagyu sirloin) and other meats…now it was up to HOW Creative to create a visual brand identity that maintained that level of refinement.
We developed creative collateral strategy that included a new color scheme, created new marks, truck designs, signage, letterhead, labels, and more. Design elements, especially the font and colors, evoked nostalgia and solidity.
In the course of developing a media strategy, our research revealed a significant number of customers and prospects had first become aware of the company by noticing its trucks delivering to upscale restaurants and markets. We completely re-branded their fleet of trucks and vans, including increasing the visibility of the company phone number on all the trucks. Brand image is often built on a series of simple, small details. It’s our job to devote attention to each one.
The newly merged company, Los Angeles Provisions | Allen Prime Meats, enjoyed higher visibility almost immediately, producing an uptick in sales. It wasn’t long before the company had to increase the size of their delivery fleet to keep up with increased demand. Most mergers can be difficult and cause rifts among staff, but this new branding had created an elevation of company spirit and pride. We had built an inside-out brand culture.
In the wake of the telecommunications revolution of the 1990s, many reseller companies arose and almost as many fell. ATI is one of a few that thrived. The reason? Their dedication to innovation.
But in an increasingly volatile market, ATI’s promotional strategies that had worked before weren’t getting optimal results anymore. Prospective customers no longer saw the company as unique. Its employees viewed the corporate brand as uninspiring. The market’s tastes had changed, but ATI’s brand strategy and marketing objectives had not.
HOW Creative conceived a branding strategy that was new to ATI’s industry. The core of this marketing idea was to focus on the resellers—the people selling the service. After all, they were the individuals closest to ATI’s customers. We lit a fire under resellers by developing a handsome incentive program—the “Wealth Program”—an incentive paid over and above the standard commission ATI was already paying its resellers.
The Wealth Program allowed resellers to do something extra through a premium program that awarded points for hitting certain sales levels—points that could be applied toward merchandise and other incentives (such as trips, or even a Porsche).
The program succeeded on every level. It increased sales, reseller retention, and helped recruit a better class of resellers. The following year, ATI won #41 on the Inc. 500 list of fastest growing privately held companies. In less than four years, they have experienced over 2000% growth.
Today, ATI serves a large commercial and wholesale customer base, backed by the highest quality service levels.
We believe that our business and branding expertise is surpassed by none. Within these core domains, HOW Creative has six divisions: legal, business development, branding, public relations, marketing and advertising. In other words, we can do it all.
In our 30 years of experience, we’ve developed and refined a Comprehensive System Approach™ that revolutionizes the process of building your business and brand. Our unique approach integrates three different specialized trades — Strategy, Implementation and Management — into one seamless process that incorporates every aspect of brand-building, pragmatic marketing, and advertising.
This approach offers the most value for your investment dollar.
We begin with a comprehensive analysis of your company — from startup to exit strategy, and anywhere you want to go in between. We’ll then co-create The Master Blueprint™ with you. The blueprint—directed by our team—will help you generate higher profits sooner, build greater long-term brand equity, steer your company through unforeseen obstacles and achieve its business objectives in the shortest time frame.
We design all aspects of your Brand Identity System in lockstep with your Master Blueprint. This is how a good plan becomes a living, breathing indispensable asset. At HOW Creative, Inspiring Engagement Points™(IEPs) are designed to quickly connect to your customer’s intellect, emotions and experiences, turning casual prospects into loyal buyers.
Your brand personality will be synchronized across all media using IEPs, sending a clear message that conveys who you are in the industry, your unique offering, what you stand for in the minds of customers, and what makes your identity unique, powerful and authentic.
The end result? You now own a business that is worth more to you and your stakeholders, including customers, employees, investors, partners and media.
And all this from a single firm (us), which ensures synchronicity, saves costs, and reduces time to market.
Executing the Business and Brand Identity System is one thing; growing it, nurturing it, and protecting it are quite another. Every move you make should increase the equity and value of your business and brand. We’re here to help.
HOW Creative continues to support you on an ongoing basis using proactive and aggressive brand management strategies to keep you viable in the marketplace and out in front of your competitors.
HOW Creative’s Business Analysis is an agent of change. It unlocks knowledge that may have been hiding from you…until now.
During your assessment, we tap our specialized knowledge to ask the right questions and look at the key metrics to gain deeper insights to your company. We can then guide your business through unmapped territory to your desired destination with new ideas regarding your products, services, channels, industries or categories.
Business and brand assessment is not just for new start-ups or struggling brands. We all do business in a constantly changing environment. The marketplace changes. Competitors change. Consumer perceptions change. Thus, inevitably, business models, products, services and information must evolve as well. Even the most successful organizations must periodically reassess and refresh their business model and brand personality.
Understanding how your brand equity factors into the dollar value of your company is crucial. In fact, brand equity is the value of the marginal cash flows generated by a product (or service) due to the fact that a product was identified with your brand.
This assessment will help you see clearly where you brand succeeds and where it may be falling short, leaving thousands or millions in revenue on the table for your competitors.
We work with key management to understand internal perceptions of your brand and culture. We evaluate current types of business marketing and brand strategies, business models, channels, internal and external materials, media and communications.
How do external/public audiences perceive your brand(s)? An external brand audit answers this key question which can unlock your growth and brand equity. We’ll help you make sense of existing and/or ongoing research studies, if you have them. If you don’t, we can develop a market research program that evaluates current customer and prospect attitudes and perceptions about your brand, and even compare them to your competitors’ brands so you clearly see your strengths and opportunities.
To develop your company’s unique Master Blueprint, we investigate your business development strategies and goals to determine if there are ‘gaps’ between your objectives and actual results, and provide whatever support is necessary to bridge those gaps.
We’ll dissect your business DNA, pinpoint how your business and brand is different, and clarify for you the key reason why all stakeholders should do business with you.
By the end of the initial 3-day strategy period, you will be able to clearly articulate why you’re in business, and how to compellingly communicate what you have to offer to customers, prospects, and strategic partners.
To ensure that we grow your business and expand your market share, we’ll drill deeper into the following aspects of: how to fully understand your consumer, analyze the key metrics and aspects of your competition, identify the optimal distribution channels for your business, visualize a strong media plan to accomplish authentic branding, and embrace a solid, realistic financial roadmap for accurate projections.
The shortest distance between your brand message and its target audience will be achieved through your Inspiring Engagement Points™(IEPs).
IEPs include every contact point between you and your customer, which can include: your brand image, company and product (or service) name, tagline, storefront design, retail interiors, billboard, signage, brochure, website, product, packaging, an ad, voicemail, manuals, employees, events, customer service reps and more.
Every contact counts, and each should be designed to connect to your customer’s heart, mind and experiences—this is emotional branding at its core.
We’ve had the pleasure and privilege of designing iconic IEPs for many Fortune 500 companies, as displayed here. Drawing on multiple decades of experience, we can visualize the mark and image need to take a company from start-up to legacy brand.
At HOW Creative, we synchronize all your engagement points into a single voice, tone and presence to ensure that your unique message is experienced — seen, heard and felt — as authentic. We’ll create this powerful experience by strategically designing and synchronizing many diverse engagement points around a unified brand personality.
Most buyers tend to fall into clusters of people who share common self-images, worldviews, aspirations, attitudes, and belief systems. Using our signature unique analytics process, HOW Creative can cultivate for you a deep knowledge and understanding of those psychographics that will help you tell your story and educate your target market.
We’ll help you determine how to build brand awareness by capturing your customers’ hearts and minds, then we’ll help you develop a budget that will get the job done. We’ll select the marketing channels and media that are right for your business and effectively allocate budget dollars.
We will help you select the media (or mix of media) that will produce the best results. No matter what marketing avenue you pursue, HOW Creative can help you develop and implement a marketing campaign that will engage your prospect’s attention, and ultimately, turn bystanders into buyers.
You will often achieve optimum results by combining efforts from offline and online marketing strategies. We offer seasoned expertise across a full range of media…
Public relations is the story you tell the world about your brand’s products or services. And it must be an authentic story.
At HOW Creative, we turn your authentic story into strategic communications that build mutually beneficial relationships between your business, brand and its stakeholders.
An authentic brand personality has higher aspirations. It’s not enough to build a good product. That product must connect with the customer’s heart, mind and experiences. It must appeal to and align with your customers’ aspirations, which motivates him or her to buy. This is the impact emotional branding has on customers.
Your marketing and publicity strategies connect the dots between your brand values, brand personality, brand identity and brand image. That’s where we come in with a streamlined brand approach.
Our legal advisers can support your legal needs, including: corporate structure, patents, trademarks, copyrights, trade secrets and litigation to protect your business and brand, and to grow its value and equity.
Most companies must take certain steps to legally protect the company in the marketplace and ensure the company is compliant with local, state and federal laws. HOW Creative’s legal advisors can help you weigh your options, choose the best business structure for your business and file the appropriate paperwork.
Inventions are crucial to the success of many brands. Often, we’re able to improve a client’s product or process in unique, useful ways that strengthen both the legal and competitive value of the product or process in the marketplace. Patent rights allow you to legally protect this competitive advantage for generations to come.
We have designed many trademarks for our clients that are now worth millions in brand value and equity. Our legal advisers have protected them. A trademark is an exclusive, distinctive symbol (mark/logo), word (name of a company or product), or words, sounds legally registered or established by use as representing a company or product. We create trademarks to identifies and distinguishes the source of a business, product, service, and information, and with our legal advisors they prevent others from using the same symbol or words to represent a categorically similar to your business, product, service or information.
Within our core domains of business and brand-building, the HOW Creative expert team is comprised of six different divisions: branding, business, legal, public relations, marketing, and design. Our carefully chosen team produces holistic, balanced, whole-business solutions. Different experts for different roles — creatives who come up with innovative solutions and Big Ideas and practical wizards who can whip those Big Ideas into real-world, measurable (legal, financial and operational) solutions designed to work for the long haul.
It’s a comprehensive approach that leaves no stone unturned. Our collective knowledgebase is deep and broad. It includes a diverse array of clients. And it extends across multiple industries, brand categories, segments, channels and media, and ultimately, translates to greater mindshare and marketshare for our clients.
While finger painting at the age of 5, Howard A. Lim discovered his purpose in life – to create from inspiration and with passion.
After eight years of intensive studies in multiple disciplines and attending California Polytechnic State University in San Luis Obispo and the Art Center of Design in Pasadena, he envisioned the possibilities of the future. Howard’s passion lead to his purpose: to merge business formulation, technology, design and style into inspiring and evidence base solutions that would significantly impact the world.
Mr. Lim established HOW Creative in 1987, and has since crafted businesses and brands from the philosophy’s and visions of some of the most powerful CEO’s, Presidents, and executive teams. His ability to deploy innovative branding ideas and technologies to elevate and differentiate businesses in the marketplace, consistently yields results. By poignantly extracting the core philosophy, vision and values of his clients, he reflects their truth to their target audience.
Helping lead the digital revolution provided Mr. Lim extensive hands-on problem solving opportunities to change standards for the better. For example, his firm launched the campaigns for DVD’s movies, which ultimately dominated VHS and Beta. Additionally, his firm created one of the first uses of motion graphics for on-air presence for ABC Networks, the first all-digital ad for Fujitsu removable drives for national magazines (MacWorld and Mac User), orchestrated and produced the first Wall Street Journal ad for Claris FileMaker, produced the all-digital alliance posters used for the lobby in Washington for the world wide web, and developed one of the first graphically interfaced website design for Zylan.
Mr. Lim continues to transform businesses at every level, instilling in the business culture a sense of direction, purpose, pride, and ownership. He believes every business has a signature story and purpose; once it connects to the customer’s intellect, emotions and heart, it has the potential to enrich millions of lives.
Misti is a strategic marketing expert and new business development strategist, with an emphasis in planning and brand integration. Her focus includes digital media, across a range of industries and verticals, including: entertainment, retail, hospitality, beverage and technology.
Her most recent experience includes managing marketing programs and oversight of website design, usability and user experience (including traffic, lead generation, email and viral marketing programs, and social media campaigns) for interactive media agencies.
Barnes has worked in development and production in film, broadcast and interactive media. Her career in entertainment began by developing national promotions and marketing campaigns for Applause Licensing. For seven years, she worked as an independent producer for live events, developing shows for: Universal Studios, Sea World, eBay, TNT, Fox and The Jack Morton Company. She served in key production roles for premieres for Disney, DreamWorks, Universal and Paramount. Barnes served as Director of Filmed Entertainment for visual effects company Kleiser-Walczak (Spiderman: The Ride Film, X-Men).
Barnes brings a unique perspective to every client; a unique balance of strategic thinking and a commitment to superior client relations.
John Stellar and Kate Romero-Stellar are well-known, established professionals in the Public Relations industry, with a reputation for service excellence and results. They are “dot connectors” with the unique ability to connect the right people, programs and consumer products. During the past 20 years, they have placed clients in every major mainstream news outlet in North America.
The Stellar’s recognize that the lines between public relations and marketing are becoming less defined in the rapidly evolving global marketplace. This has created an untapped new base of entrepreneurs, authors, consultants, entertainers and filmmakers who need access to first –class, seasoned public relations expertise. Tapping into this emerging and developing market requires adaptation and adjustment serves the client needs and produce results. The Stellar’s take pride in providing value for each and every client.
Hatel is a seasoned professional with a proven track record in communications, strategy, Internet marketing, management, finance and advertising.
In the true entrepreneurial spirit, Ms. Bhakta bridged the span between finance and marketing. Her extensive experience in different industries provided her with the necessary expertise to manage brands in multiple industries. Hatel is both an outstanding leader and a team player with the ability to work with cross-functional cultural high performance teams while producing results for her clients. In developing market and advertising strategy, she particularly excels at integrating technical and creative platforms, and efficiently juggling multiple projects.
Mr. Solanki is a seasoned professional with a proven track record in advertising, Internet marketing, strategy, web and applications development, and mobile-enabled technology.
He plays a pivotal role in establishing unique trade processes, which ensures that client brands are recognized as brands of prestige. Mr. Solanki unique skillset allows him to develop an optimal strategic perspective, “see the big picture,” and strategically integrate his extensive knowledge of both design and technology. As a true innovator and creative thinker, he utilizes his breadth of knowledge in enhancing the company’s capability to reach an increase in market share.
Mr. Jason Webb is an intellectual property attorney and the founder of Webb IP Law Group, which we use for legal advice outside of our firm. He has a Bachelors of Science degree in Applied Physics and Computational Modeling from Brigham Young University where he assisted in experimental laser physics and cancer research.
Mr. Webb has deep experience in patent, trademark, and copyright law. He has successfully negotiated licensing agreements and settlement agreements for his clients with Fortune 500 companies. His client’s products and services are sold nationally and internationally on the internet, through HSN and QVC, and in big box stores, including The Home Depot and Toys’R’US.
Mr. Webb is a recognized national expert in intellectual property law and has been quoted worldwide in nationally syndicated publications. He is also a civilian partner with the FBI in promoting the protection of critical information systems. He owns several successful businesses besides his law firm, including an import company and is a director of a charitable micro-credit fund.
Maria Crimi Speth believes that any good lawyer can handle complex matters, but only a great lawyer can make complex matters simple. Maria is a shareholder of the Phoenix law firm Jaburg Wilk, which we use for legal advice outside of our firm. Ms. Speth areas of practice are intellectual property, litigation and Internet law. Her specialty is making things simple.
In addition to practicing law, Ms. Speth is an experienced writer and speaker. She authored “Protect Your Writings: A Legal Guide for Authors” and “Apple vs. Samsung: The Balance Between Patent Rights and the Free Market.” She lectures extensively on IP and Internet law topics. She is a frequent speaker on TV and radio programs, addressing intellectual property protection topics. Ms. Speth is a member of the intellectual property law section and past chair of the e-commerce and technology section of the Arizona State Bar Association. She is a member of the International Trademark Association’s U.S. subcommittee of the Anti-Counterfeiting committee. In her free time Maria enjoys yoga, entertaining friends, playing board games and dancing.
Stephanie Stoll possesses the philosophy only a U.S. Marine would venture to live by: Improvise. Adapt. Overcome. Stephanie’s innate self discipline paired with her psychology studies, accomplished at The Citadel: The Military College of South Carolina, provide Ms. Stoll the needed qualities to provide endless, useful insight and a fortitude to be the superior research assistant she exemplifies daily.
Ms. Stoll supports HOW Creative in various capacities overseeing the social media marketing to providing daily executive and administrative support to Howard A. Lim. Always operating from the client angle, Stephanie has proven a great asset in client relationship management and maintaining superior vendor relationships.
Over the years I have had the pleasure of working with HOW Creative of highly creative, innovative professionals of a variety of projects. As a studio marketing executive of Disney and then DreamWorks, it has been incumbent upon me to hire outside agencies to deliver results on sometimes extremely challenging projects under tight timelines. [Howard and his team] have always been able to rise to the occasion, no matter how difficult the project or personalities at play.
When elected co-chair of StarPower, I was given the tough assignment of promoting the conference and trying to increase attendance. StarPower is one of the entertainment industry’s most respected marketing conferences and honestly, I felt I had my work cut out for me.
HOW Creative helped me pull it off and came back with a plan that allowed us to breathe new life into the program by re-branding the conference in a way that didn’t compromise its long established brand equity. HOW Creative came up with the entirely new look for StarPower that had fun with the “idea” of entertainment marketing professionals. The campaign carried a unified, consistent message through all the program elements, from a series of teaser mailers to an ad campaign that ran in Brandweek and Adweek to the final conference brochure.
The results: a 25% increase in conference attendance, something that had never been achieved previously.
Holly Beverly, Vice President Marketing
We knew that our products were ready for mass retail, but our image and weak brand position were holding us back.
We started by attending a brand strategy session with Mr. Lim. After three intense days, we left with a new brand name, slogan, primary colors and a concrete plan and timeline for reinventing the brand identity and entering the mass retail market. Next, HOW Creative created a new brand icon. HOW Creative also directed us in the design of new packaging, retail point of purchase displays, animated product videos, new company website, and print advertisements.
As a result of co-creating with HOW Creative:
Since finalizing our new brand identity we have been accepted by 100% of the potential clients we have called upon in person. In addition, our new brand identity inspired our team and increased confidence. The new brand makes it easier to sell products and helps to build customer brand loyalty.
Jan Miller, President
It has been 4 years since we last used a direct mail campaign, due to the huge success of that direct mail marketing approach. In the past 4 years, 80% of [our] clients can be attributed and/or connected to the initial clients we acquired throughout the direct mail campaign. The success of the campaign was due to the brand design of the mail piece, the demographics and geographic defined, and the frequency of the launch schedule designed.
[The brand design] helped us increase revenue by targeting larger projects, going from 3 million to 6 million in annual revenue. Also, we had lower marketing expenses over the last 4 years, which lowered our overhead, increasing profits.
Patric Cunningham, President
C & C Partners
ATI had no branding whatsoever when we engaged HOW Creative; not even a brand icon. He guided us how to use branding to establish our identity and vision in the telecommunications industry. The result was over 2000% growth in less than 4 years!
Howard at HOW Creative and his team showed us how to articulate our company brand vision, philosophy, values, position and brand promise into a solid core brand essence, including our brand identity, website, trade show display, printed collateral and other critical Inspiring Engagement Points.
The result was ATI won #41 on the Inc. 500 list of fastest growing privately held companies the following year. The branding made a huge difference!
Nancy Ridge, Vice President
I want to thank HOW Creative for the branding and marketing section last week with Scott and myself. What an experience—it is intense! The process they have developed to create a brand identity, brand mark, new company name, sales strategy, sales sequencing and niche marketing plan is extraordinary to say the least and we accomplished it in less than 2 days.
It just goes to show you what you can do with focus and experience. I never expected to get that much accomplished.
On the following Monday, Scott started to implement the sales sequence plan we developed in the session and by the end of the week, he had proposals out to three companies in our focused niches. It appears we will close all the transactions over the next few weeks. One of these opportunities is with a $2 billion company.
Now I can’t wait to see what will happen to our stock price once we start implementing our public relations and branding announcement with our investors and market makers.
Doug Calaway, CEO
Howard A. Lim specialty subject of world-class business and branding is perfect for CEOs, VPs, Cs, managers, entrepreneurs, all size business owners, upper corporations, inventors, marketers, investors, sales reps, colleges and business groups.
Mr. Lim has also been a featured speaker, keynote speaker and judge across the U.S. at events such as INPEX, Cross Campus, FilmBreak, Fashion Business Inc, Magic, International Housewares Association, SPREE, Buddy System, UIA, iHollywood Forum, CAHF, and Hardware Show among others. His firm’s work has been featured in key publications, such as the Wall Street Journal, Los Angeles Times, New York Times, Macworld, BRANDWEEK, How Magazine, and has been seen on TV media such as ABC, FOX, CBS, HBO, and A&E.
He has also authored articles and blogs on the topics of business and branding, published in INPEX, International Housewares Association, SPREE, iHollywood. Mr. Lim has been interviewed by John Asaraff, Jian, Nancy Ferrari, Ludlow Media, Women’s Business Success Show, Pure Insight, Scott Letourneua, Brilliant Mobile Marketing, eWomen, and many others.
To contact Mr. Lim please email or call.
Direct Line: 310.455.0389
Mr. Lim is the author of the book Authentic Branding.
Limited Time Offer:
30 Minute Call Position Your Brand with
Howard A. Lim
BONUS: Autographed, Authentic Branding
LTD Edition Book.
(Includes Shipping) Click Here
Found in all major book stores
At Amazon: Click Here
Direct Line: 310.455.0389
101 South Topanga Canyon Blvd. #355
Topanga CA 90290
Howard A. Lim uniquely crafts and positions companies to stand apart from their competition by designing authentic business models and brand identities to accelerate goals, sales, profits, value, equity, culture and partners. He co-creates with all size businesses, from Fortune 100 to entrepreneurs.
Mr. Lim is an excellent fit for: Keynotes, Breakouts, Workshops, Seminars, Panel Guest, Trainings, Retreats, Webinars, and even Judging.
Mr. Lim doesn’t talk about branding strategy as an abstract concept. He illustrates how to professionally brand. He presents actual before-and-after case studies that have influenced billions of dollars in revenue, value and brand equity for his clients.
Over the last 28 years, Howard A. Lim has led his branding firm, HOW Creative, into working with some extraordinary clients whose brands have left a distinctive mark on the world— Xerox, Apple, ABC Networks, Mattel, Fox, Honda and Fujitsu—just to name a few. These rich and diverse experiences have allowed him to develop and refine a complete branding process—from an innovative branding strategy to execution to managing the brand. This process has crafted compelling brands that were welcomed into big-box retail spaces such as Nordstrom, Macy’s, Toys “R” Us, Costco, Walgreens, Target, among others.
Mr. Lim is the author of the book Authentic Branding.
Limited Time Offer:
30 Minute Call Position Your Brand with
Howard A. Lim
BONUS: Autographed, Authentic Branding
LTD Edition Book.
(Includes Shipping) Click Here
Found in all major book stores
At Amazon: Click Here
To contact Howard A. Lim:
Direct Line: 310.455.0389