Marketing
A virtual networking warm-up
RLC attendees share their thoughts on what will undoubtedly be a major quest for those who come to Scottsdale Sunday: How to differentiate their brands in the eyes of consumers.
The guest list at the launch for Umami Burger’s Chicago unit had the typical folks: bigwigs, friends, the media. Also invited to sample the menu on the house: two uniformed police officers. Why? Brand advocacy. Local police are visible, influential community leaders, says Umami CEO Paul Clayton. Plus, it can’t hurt to have the law looking out for the place.