Howard Lim
BS and Graduate Studies
CA, USHoward A Lim's Biography
Background and Education:
As a Business and Brand Architect™, Howard A. Lim is passionate about business and brand designing and building. He distinctly remembers learning to fingerpaint at the age of five and remarks, "I was immediately drawn to the idea of creating something from nothing, replicating ideas from my imagination, instinctually knowing the possibilities were endless."
Businessman, inventor, entrepreneur, and visionary, Mr. Lim is known internationally as an influencer who has helped shape daily living by introducing some of the most disruptive technologies our generations have known.
When Mr. Lim was accepted to California Polytechnic State University in San Luis Obispo, "graphic design" was not yet recognized as a college major. After four years of intensive studies in multiple disciplines at Cal Poly, Mr. Lim attended the Art Center of Design in Pasadena where he emerged as a pioneering student. He was invited into the first Macintosh computer graphics lab, where--realizing the full control he could wield over type, color, and design through emerging technology to create works of art--he experienced an epiphany that would pivot his entire future: a concept called "whole brain thinking." Mr. Lim earned his BS in Applied Art and Design, completed his postgraduate work in advertising and concepting, and launched his career.
His personal challenge and mission was clear: How could he leverage technology in a way that had never been attempted before to stylishly design inspiring solutions that would significantly impact the world?
As Mr. Lim navigated his first design agency job, the authorities around him--including his own boss--believed computers would be a fad. But Mr. Lim saw the disruptive potential in this technology. Striking out on his own and partnering with like-minded visionaries, he tried to show his new concepts to film studios and other agencies, but many were resistant. As Howard Lim established HOW Creative in 1987, he began to draw the attention of leaders in Fortune 500 companies that desired to be the first in their fields and industries. They understood that the first step to lifelong branding was the importance of embracing innovation without sacrificing authenticity. After working with a few significant Fortune 500 brands with exceptional results, word spread about Mr. Lim's work and talent and HOW Creative became a leading authority for cutting-edge branding and business innovation.
Today, Mr. Lim continues to craft and transform businesses at every level, instilling in each company 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.
Using his rich and diverse experiences, Mr. Lim has developed and refined a complete, trademarked, integrated process that blends business and branding. This process has crafted compelling, world-class businesses and brands for all sizes that are embraced and understood across all channels.
Mr. Lim is the author of Authentic Branding® and is a frequent speaker, judge, and panelist at conventions and product and business conferences. He regularly hosts seminars and workshops and has taught more than 100,000 entrepreneurs and all size business owners on how to build differentiated brands that connect with customers intellectually and emotionally.
Mr. Lim is a disruptive solution provider, a branding expert, and an expert business builder.
Disruptive Solution Provider
Mr. Lim and his Los Angeles-based multidisciplinary firm, HOW Creative, have branded and paved the way for technologies that changed the face of contemporary society:
• MGM and Philips Interactive Media - When DVDs began to dominate the market and overtake VHS and Beta tapes, Mr. Lim was behind the venture, lending his expertise and innovation to its success.
• ABC Networks – Mr. Lim pioneered one of the first computerized, off-line, motion graphics for ABC networks, forever changing television viewing and birthing the rise of motion graphics as a whole industry.
• Zylan - Mr. Lim led his team to position Zylan by launching one of the first graphically integrated, effective, award-winning websites, which set new standards for an optimal user interface experience.
• Fujitsu - Mr. Lim was the mind behind the first all-digital ad Fujitsu used at MAC World and published in MAC User national magazines, putting Fujitsu on the map as a removable disc leader.
• Claris - Mr. Lim developed the first digital ad for Claris's software FileMaker Pro, a full-page advertisement published in the Wall Street Journal that led to FileMaker Pro's success in dominating the market in their category.
• Gilda Marx – Mr. Lim developed the industry standards for clothing catalogs through improved line sheets, vector illustrations and cutting edge digital solutions. Not only did this save the company millions of dollars per year in returned product, it allowed Gilda Marx to grow at a rapid pace, expanding into an 80,000 sq ft facility for meeting demand in over 5000 retail stores across the U.S. and 45 countries globally. They sold the company in 1996 to Best Form Industries in a very successful deal.
• World Wide Web - It was Mr. Lim whom Access Media hired to launch a marketing campaign designed to lobby for the broad usage of the World Wide Web—at the time it was strictly used in medical and government industries.
• University of California Santa Barbara (UCLA) - Mr. Lim branded University of California Santa Barbara's ACCESS card, a new product combining debit features and student ID into one convenient card. It was so successful; it quickly became the industry standard for universities across the United States.
Mr. Lim has represented a vast array of all size business from startups to Fortune 500 brands, including Apple, Honda, Disney, DreamWorks, Acura, Xerox, Oracle, Cirque du Soleil, Lakeshore Entertainment, Mattel, Jakks Pacific, Northrop, ATT, Paramount Pictures, and HP, just to name a few. His contributions have added billions of dollars to clients' profits, to the greater value of the brand, and to the company's equity.
Building Brands
Over the years, through his considerable skills in shepherding brand strategies on the path to brand execution, Mr. Lim has assisted companies in wealth-building over a billion dollars in sales while consistently creating significant brand value, broadening mind-share, and delivering higher brand equity for his clients. For Mr. Lim, earning the badge of brand strategist has been a long and productive road. Today, he leads a team of top professionals who powerfully communicate and brand the visions of America's leading and emerging companies.
Mr. Lim has represented a vast array of Fortune 500 brands, including Apple, Honda, Disney, DreamWorks, Acura, Xerox, Oracle, Cirque du Soleil, Lakeshore Entertainment, Mattel, Jakks Pacific, Northrop, ATT, Paramount Pictures, HP, and others. He has helped companies who wanted to go beyond simple brand awareness: they needed a professional who could help them differentiate and stay ahead of the curve.
NeuroGym
John Assaraf had a vision: to provide life-transforming technology and solutions that were scientifically proven to help individuals achieve their mental and emotional potential. In the beginning, Assaraf was promoting the brand through a lot of events, which took a considerable toll on his time and energy. He wanted to transfer the practice fully online and he wanted to capture the brand experience there, showing people how to train the mind to improve their lives. This would provide an expanded reach and revenue. Mr. Lim joined forces with John Assaraf and used Assaraf's personal brand and credibility to seamlessly transition NeuroGym's company online. Through their 1.5 years working together with Mr. Lim as brand strategist and consultant, NeuroGym grew from 1-2 employees to just under 40 employees and a brand built at record-breaking speed, with tens of thousands of fans worldwide.
Namco
Namco, a video game publisher, was on the verge of releasing their latest game, Dead to Rights, when they took notice of HOW Creative's work with Burn Cycle at Philips Media. Namco hired Howard Lim and his team for a complete brand design: press kit folder, PR materials, posters that debuted a third-person shooter game exclusive to Xbox. The game a success, soon released beyond Xbox to PlayStation and Nintendo, followed by GameCube and Microsoft Windows. The game earned a 9.1 out of 10 rating by game media outlets.
DreamWorks
Based in NYC, Promotion Marketing Association represents the interests of Dreamworks, a one-trillion-dollar industry. They came to HOW Creative for branding consulting.
PMA is a resource where entertainment marketers upgrade their abilities to compete in today's growth markets.In response to the DreamWorks challenge to create a beacon that defined the future of media, Howard Lim led the initiative to develop the Star Power program for PMA. Response to the program was immediate. It literally reignited the identity of PMA—and increased attendance by 24%.
PMA has become a resource center, providing seminars, networking activities and educational events—all geared to provide the information, products and services businesses must have to compete in the modern marketplace.
Magic Johnson
Magic Johnson's Summer Pro League had a challenge in front of them: to boost summer basketball attendance and roll out a new brand look. With Lim's team at HOW Creative, the company received an entirely new brand identity complete with a corporate brand mark, merchandise and more.
For this summer professional basketball league sponsored by Fila, HOW Creative chose the human palm as its central visual element: (a) to symbolize NBA Basketball ("palming") and (b) in support of the league's goal to reach out to the community. The palm's multiple colors underscored the fact that players from around the world were participating. The line art was loosely created to represent the atmosphere of fun and enthusiasm that pervaded the event.
With the success of the LA SPL, they expanded to the East coast in Orlando and Florida.
Disney
Walt Disney Theatrical Productions approached Howard Lim with their new project, a stage production based on their cartoon movie, The Lion King. The challenge? Disney needed to create a presentation that would appeal to investors in order to launch the production. HOW Creative designed a branded investors presentation kit for The Lion King. As 90+ million audiences worldwide now know, The Lion King concept was embraced by investors and produced for the stage, where it became an award-winning musical and the 3rd longest running show on Broadway. As of winter 2017, it has grossed over $8.1 billion.
Los Angeles Marathon
When the City of Los Angeles Marathon needed to reignite their brand, Mr. Lim held the torch, developing a simple, bold, and memorable brand identity system. As a result of Mr. Lim's innovation and creativity, the Marathon had record-breaking attendance, selling out with 23,000 running participants—the largest participation in its 15-year history.
Santa Monica, 3rd Street Promenade
Mr. Lim and his team transformed a portion of the City of Santa Monica by working with the Convention and Visitors Bureau to activate the 3rd Street Promenade. This formerly outdated, rundown part of the community was quickly revitalized into a top visitor destination among all California beach cities, bringing in hundreds of thousands in business and tax revenues to stimulate the economy.
Hanna-Barbera
Howard Lim's innovative marketing materials for HOW Creative caught the eye of an executive at Hanna-Barbera, who contacted the firm and asked Mr. Lim and his team to rebrand and create promotional materials for The Wizard of Oz. The HOW Creative connection to this iconic work was to make it relevant to contemporary audiences—especially in connection to merchandise based on the movie. They did so by bringing two worlds, today's society and Oz's, together. In addition to The Wizard of Oz, Mr. Lim rebranded The Cartoon Network Studio logo as well as created materials for the cartoon, Jonny Quest.
NATPE - National Association of Television Program Executives
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. Mr. Lim and his team 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.
UCLA
UCLA Television and Film Archive was one of the largest archives in the country...and no one knew about it. Partnering with Howard Lim and HOW Creative, UCLA received rebranding to roll out a new visual profile and raise awareness. They received a corporate brand mark, stationery, brochures, and a website design. Today, they continue to protect and preserve over 220,000 film and television titles.
Child Guidance
Child Guidance, a project created by Jakks Pacific, covered more than thirty products to be sold in Target, Toys 'R' Us, Wal-Mart and Kay Bee Toy Stores. They approached Mr. Lim and his firm with the task to rebrand these products task: to rebrand these products to appeal to today's new generation of preschool children: hip, tech-savvy and quite independent for their age. Since this audience lives by their responses to stimuli, Mr. Lim and his team became determined to leverage their target market's sensory awareness through a program called "Tickle Your Senses." In addition, HOW Creative made the bold move to transition away from traditional primary colors, aligning the products with contemporary colors that felt fresh and innovative. They stood out and helped to grow the product line.
Position and Designing Businesses
No matter the size of the business, Howard A. Lim is passionate about brand logistics and creation. By blending business, branding and marketing, he bridges the gap between business fundamentals and creative innovation, using his proprietary process to seamlessly craft brand identities that speak to the market for the greatest possible impact. With more than 30 years of experience working with multiple industries and technologies, Mr. Lim has developed and refined a complete, trademarked, integrated process that blends business and marketing with an emphasis on branding. This process has crafted compelling, world-class brands for all sizes that were embraced and understood across all channels.
WSS
Founder Eric Alon first started WSS by selling shoes out of his van at swap meets. Today, WSS has grown to over 65 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 and in addition, they were thinking of transitioning their entire business online. Howard Lim knew the solution didn't exist within the mere move to online, and that this was more about creating an experience in the retail store that would keep people shopping longer and invite new customers in the doors.
Howard Lim began by pinpointing the company's unique DNA. What makes WSS unique? Why this should matter to prospects and customers? Taking Alon's successful business ideas into account, HOW Creative 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, HOW was able to create and integrate a business, market and branding strategy.
HOW Creative transitioned the company name from WSS Warehouse Shoe Sale to WSS. Then the firm 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. Every engagement point was synchronized — 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.
Increased retail profits by 200%
• Increased internet sales by over 1,500%
• Stronger business-to-business marketing and co-branding opportunities
• Re-attachment to their primary demographic
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 the America.
Piano Wizard
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. They also developed other promotional platforms such as advertising, websites, T-shirts, packaging, posters, manuals, animations, television commercials, books, and merchandise.
The team 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.
Mr. Lim and his team helped build The Piano Wizard brand from scratch a valuation in the millions within five years.
LySonix
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.
The brand needed to built from scratch. 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. HOW Creative then developed advertising, outdoor signage, posters, the brand mark, color scheme, and an elaborate trade show 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.
ATI
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. HOW Creative 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.
Stander
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. Howard Lim linked business strategy to a branding strategy, reinventing their business model and brand. In the process, he 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. They developed an entirely new brand image reflecting this new identity.
• In the seven months following their brand strategy meeting, Stander's sales grew by 32%
• They successfully landed and grew accounts with mass retailers, including Wal-Mart, Costco, Target, Sears, K-Mart, Walgreens, CVS, Amazon, Overstock, and Drugstore.com
• A 100% close rate on all prospects the Stander sales & development team contacted in person
• The new brand identity has inspired the team and increased confidence company-wide
Realism
Filmmaker Jon Rawlinson had created a name for himself and his other companies, and since 2002 has created films and produced a variety of projects in countries around the world. His work has been featured Yahoo!, Stanford University, The Discovery Channel, and American Express. Now, he needed help to launch his new business, Realism, an innovative virtual reality and augmented reality content production company. VR and AR are quickly becoming the next adapted technology for marketing, hospitality, travel and other industries. Howard Lim and the HOW Creative team helped Rawlinson realize his vision by naming the new brand Realism, as well as creating the entire brand identity and website. Realism successfully launched in 2017.
Opticwash
Opticwash (branded lower case as "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 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, the teams developed brand guidelines that would help open up vertical markets and create an experience consumers would return to often. Howard Lim helped to identify these multiple revenue streams to help create profits:
· Different payment forms at the opticwash online kiosk
· A renter profit-sharing plan
· Offering supplies to renters for purchase
· Website commercials
· Monitor advertising
· Kiosk ad wraps
· International licensing
HOW 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. They identified distribution and marketing channels that would provide the greatest exposure. They then designed and synchronized the brand image across the kiosk, vehicle wrap, mark, stationery system, brochures, press kit folders, trade show 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.
Milo Butler
The Bahamas-based Milo B. Butler & Sons group, which traces its roots back to a small grocery store established in 1928, and took on its present structure 50 years ago, remains a family-owned and operated business now in its third generation.
Apart from the two Flying Dutchman outlets, the Milo B. Butler & Sons group comprises one of the Bahamas' largest wholesale grocery distributors, plus Butler's Home Essentials and Butler's Bargain Mart. Milo B. Butler & Sons distributes 35 different brands, and numerous sub-brands under those, including Twinings Tea, corn beef, tuna, rice, Juice Bowl juice and various air freshener and animal food products. Apart from its operating businesses, Milo B. Butler & Sons also owns two shopping plazas - the Lucayan Shopping Centre in Freeport, and the Carmichael mall which houses the Scotiabank branch. It has equity stakes in several BISX-listed public companies, chiefly AML Foods, Cable Bahamas and Commonwealth Bank.
Milo Butler had a powerful legacy but struggled with reflecting this rich history into a current, relevant asset. They were unsuccessful at capitalizing on or leveraging their past. Before the rebranding, Milo Butler properties and touchpoints (vehicle wraps, logos, store fronts, office interiors, billboards, websites, informs, packaging, marketing material, etc.) looked outdated and did not appeal to the relevant younger generations. Additionally, they were rapidly losing market share and customers to their competitor's brands.
Howard Lim aligned the strategies of the existing business model. His team then rebranded to create a modern look and aesthetic and executed new marketing campaigns utilizing traditional and digital media. The re-branding involved communicating a clear vision, the company philosophy and values. They also established a brand promise to customers that they were able to depend on and that Milo Butler could deliver. Finally, HOW Creative created and aligned new inspiring touchpoints (logos and marks, new vehicles, packaging, remodeling of the stores interior and exterior, etc.), expanded marketing channels, and improved the customer experience through marketing, facility upgrades, and operational details.
Together the teams established a more modern brand that is customer focused; the new brand provided shoppers an entirely new experience that differed greatly from the old brand. It's fresh, relevant, inspiring, and it encourages the customer to spend and be part of the brand experience. The overhaul of the brand likewise inspired a greater sense of loyalty in employees, managers and other company leaders.
The rebranding of Milo Butler preserved the legacy and vision of the group's founder, Sir Milo Butler, but updated their overall structure so the company could continue to grow and remain relevant.
The Milo Butler brand is now bigger than just a business. It's an investment in the community. Milo Butler has established itself as an innately Bahamian brand that believes in honoring the legacy of its country and people. They are a brand people commit to.
Flying Dutchman
Flying Dutchman was a liquor store that had experience little to no growth in its prior 40 years. Their brand and experience felt outdated, but Mr. Lim noticed they had a strong, dedicated community. He realized that would be the key to leveraging success and increasing the brand equity. Together, they turned the store into a destination that was sustainable and remarkable. Using the traditional stories of the "flying dutchman," Howard Lim helped the company connect its brand to a woven story legacy, which would then appeal to the tourist and cruise market. They renovated the website, overhauled the interior design and brand experience, and started hosting weekly wine tastings and a live radio show. Brand design was about pulling all the pieces together. In two years, the company grew to five franchise locations and enjoyed a new standard of customer and audience for their brand.
Educating Businesses Through Thought Leadership:
Howard A. Lim's acclaimed book, Authentic Branding, reveals a proprietary process any business can take to become a brand so authentic, no competitor can duplicate it. Regardless of the business structure, product or service, the insights provided in Authentic Branding will teach any CEO or business leader how to mold the company brand into an industry leader, save years of frustration, and prevent millions of dollars' worth of marketing mistakes.
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At a Glance:
Mr. Lim is the author of Authentic Branding and is a frequent speaker, judge, and panelist at conventions and product and business conferences. He regularly hosts seminars and workshops, and has taught more than 75,000 entrepreneurs how to build differentiated brands that connect with customers intellectually and emotionally. Authentic Brands® has proven time and again to accelerate growth, profit, and value for every company, large or small.
Over 25 years as a keynote speaker, seminar presenter, panelist, judge, and moderator at:
· Touro University Worldwide: https://www.tuw.edu/
· United States Patent and Trademark Office: https://www.uspto.gov/about-us/uspto-office-locations
· International Houseware Association: https://www.housewares.org/show/
· Business Rockstars: https://www.businessrockstars.com/
· Founder Space: https://www.foundersspace.com/
· Beverly Hills Bar Association & Foundation: https://www.bhba.org/#&panel1-1
· SPREE/Recon: https://www.icsc.org/attend-and-learn/events/details/2019recon
· Malibu Chamber of Commerce: https://www.malibu.org/
· LAX Coastal Peninsula Chamber of Commerce: https://laxcoastal.com/
· Palos Verdes Chamber of Commerce: https://www.palosverdeschamber.com/
· Greater Conejo Valley Chamber of Commerce: https://www.conejochamber.org/
· City Summit: https://www.citysummit.co/
· Ancillary Retail Expo: http://www.cvent.com/events/2019-interface-ancillary-retail-expo/event-summary-9cf96d025f094f1281fa8cd930df66d4.aspx
· Magic: https://www.ubmfashion.com/shows/magic
· CAHF: Annual Independent Owners Conference: https://www.cahf.org/
· California Polytechnic State University: https://www.calpoly.edu/
· Small Business Expo: https://www.thesmallbusinessexpo.com/
· Toastmasters: https://california.toastmasters.org/?gclid=CjwKCAjwqLblBRBYEiwAV3pCJr9hvY2I4LnOLdjTNdrCNY9o1F8VlJ4QH9b6SQffFU9u3aAhJEjFCRoCLoQQAvD_BwE
· Fashion Business Inc.: https://www.apparelnews.net/news/2017/jul/03/fashion-business-inc-shutters-after-19-years/
· iCAN: https://www.tisias.org/ican-2018.html
· INPEX: https://www.inpex.com/
· You Will Change The World: https://www.youwillchangetheworld.com/instructors/peter-anthony-wynn
Mr. Lim event videos:
· https://www.youtube.com/watch?v=caBsPzzWF_Q&t=35s
· https://www.youtube.com/watch?v=dSXfFc6SSGk&t=185s
· https://www.youtube.com/watch?v=KLm2OYT1a-c&t=59s
Mr. Lim event directors written testimonials:
· https://indd.adobe.com/view/30e8bd3f-64f2-4154-b56e-2223fd06b147
Mr. Lim event directors video testimonials:
· Speaking International Housewares Association - https://youtu.be/G-M3kkQkyXM?list=UUa0vAVsW03YG0z_UrgjwAPA
· Speaking INPEX - https://youtu.be/G-M3kkQkyXM?list=UUa0vAVsW03YG0z_UrgjwAPA
· Awards Ceremony (not edited) - https://youtu.be/v01Eoi0jF8g?list=UUa0vAVsW03YG0z_UrgjwAPA
· Les Brown https://www.youtube.com/watch?v=YOAZe2bYOAg
Event videos:
· https://www.youtube.com/watch?v=caBsPzzWF_Q&t=35s
· https://www.youtube.com/watch?v=dSXfFc6SSGk&t=185s
· https://www.youtube.com/watch?v=KLm2OYT1a-c&t=59s
Event directors written testimonials:
· https://indd.adobe.com/view/30e8bd3f-64f2-4154-b56e-2223fd06b147
Event directors video testimonials:
· International Housewares Association: https://www.youtube.com/watch?v=4dvtSalD8Rc&t=18s
· INPEX: https://www.youtube.com/watch?v=4BCYEhqXO8M
· John Assaraf: https://www.youtube.com/watch?v=mZwPoTHsd0k
· Les Brown https://www.youtube.com/watch?v=YOAZe2bYOAg
Mr. Lim's work has been featured in:
· Delta Airlines
· Wall Street Journal
· Los Angeles Times
· New York Times
· Macworld
· BRANDWEEK
· HOW Magazine
· ABC
· FOX
· CBS
Mr. Lim serves as an advisor on the following organizations:
· Cal Poly College of Liberal Arts Dean's Associate Advisory Council
· Malibu Chamber of Commerce Board of Director
· U.S. Green Chamber of Commerce Brand Advisor
· International Housewares Association Panelist, Speaker and Moderator
· INPEX Co-Chair Domestic Judge and Speaker
· iCAN Co-Chair International Judge and Speaker
Mr. Lim has earned the following awards:
· Euroinvent Ambassador of Innovation Award
· INPEX Lifetime Achievement Award
· iCAN Speaker Award
· HOW Design Award
· Cal Poly Garson Award
· Micro Technology Award
· Zylan Website Award
· Piano Wizard Award
Mr. Lim articles:
· http://voyagela.com/interview/meet-howard-lim-creative-topanga-canyonmalibu-mountains/
· https://www.latimes.com/business/la-fi-wss-stores-20180803-story.html
· https://theogm.com/2015/02/11/rediscovering-black-gold/
· http://www.thebahamasinvestor.com/2014/milo-b-butler-sons-plans-anniversary-overhaul/
· https://www.voiceamerica.com/episode/110811/how-to-build-a-unique-brand-for-your-business-with-howard-lim
Howard A. Lim Tel: 310.
Howard A Lim's Biography
Background and Education:
As a Business and Brand Architect™, Howard A. Lim is passionate about business and brand designing and building. He distinctly remembers learning to fingerpaint at the age of five and remarks, "I was immediately drawn to the idea of creating something from nothing, replicating ideas from my imagination, instinctually knowing the possibilities were endless."
Businessman, inventor, entrepreneur, and visionary, Mr. Lim is known internationally as an influencer who has helped shape daily living by introducing some of the most disruptive technologies our generations have known.
When Mr. Lim was accepted to California Polytechnic State University in San Luis Obispo, "graphic design" was not yet recognized as a college major. After four years of intensive studies in multiple disciplines at Cal Poly, Mr. Lim attended the Art Center of Design in Pasadena where he emerged as a pioneering student. He was invited into the first Macintosh computer graphics lab, where--realizing the full control he could wield over type, color, and design through emerging technology to create works of art--he experienced an epiphany that would pivot his entire future: a concept called "whole brain thinking." Mr. Lim earned his BS in Applied Art and Design, completed his postgraduate work in advertising and concepting, and launched his career.
His personal challenge and mission was clear: How could he leverage technology in a way that had never been attempted before to stylishly design inspiring solutions that would significantly impact the world?
As Mr. Lim navigated his first design agency job, the authorities around him--including his own boss--believed computers would be a fad. But Mr. Lim saw the disruptive potential in this technology. Striking out on his own and partnering with like-minded visionaries, he tried to show his new concepts to film studios and other agencies, but many were resistant. As Howard Lim established HOW Creative in 1987, he began to draw the attention of leaders in Fortune 500 companies that desired to be the first in their fields and industries. They understood that the first step to lifelong branding was the importance of embracing innovation without sacrificing authenticity. After working with a few significant Fortune 500 brands with exceptional results, word spread about Mr. Lim's work and talent and HOW Creative became a leading authority for cutting-edge branding and business innovation.
Today, Mr. Lim continues to craft and transform businesses at every level, instilling in each company 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.
Using his rich and diverse experiences, Mr. Lim has developed and refined a complete, trademarked, integrated process that blends business and branding. This process has crafted compelling, world-class businesses and brands for all sizes that are embraced and understood across all channels.
Mr. Lim is the author of Authentic Branding® and is a frequent speaker, judge, and panelist at conventions and product and business conferences. He regularly hosts seminars and workshops and has taught more than 100,000 entrepreneurs and all size business owners on how to build differentiated brands that connect with customers intellectually and emotionally.
Mr. Lim is a disruptive solution provider, a branding expert, and an expert business builder.
Disruptive Solution Provider
Mr. Lim and his Los Angeles-based multidisciplinary firm, HOW Creative, have branded and paved the way for technologies that changed the face of contemporary society:
• MGM and Philips Interactive Media - When DVDs began to dominate the market and overtake VHS and Beta tapes, Mr. Lim was behind the venture, lending his expertise and innovation to its success.
• ABC Networks – Mr. Lim pioneered one of the first computerized, off-line, motion graphics for ABC networks, forever changing television viewing and birthing the rise of motion graphics as a whole industry.
• Zylan - Mr. Lim led his team to position Zylan by launching one of the first graphically integrated, effective, award-winning websites, which set new standards for an optimal user interface experience.
• Fujitsu - Mr. Lim was the mind behind the first all-digital ad Fujitsu used at MAC World and published in MAC User national magazines, putting Fujitsu on the map as a removable disc leader.
• Claris - Mr. Lim developed the first digital ad for Claris's software FileMaker Pro, a full-page advertisement published in the Wall Street Journal that led to FileMaker Pro's success in dominating the market in their category.
• Gilda Marx – Mr. Lim developed the industry standards for clothing catalogs through improved line sheets, vector illustrations and cutting edge digital solutions. Not only did this save the company millions of dollars per year in returned product, it allowed Gilda Marx to grow at a rapid pace, expanding into an 80,000 sq ft facility for meeting demand in over 5000 retail stores across the U.S. and 45 countries globally. They sold the company in 1996 to Best Form Industries in a very successful deal.
• World Wide Web - It was Mr. Lim whom Access Media hired to launch a marketing campaign designed to lobby for the broad usage of the World Wide Web—at the time it was strictly used in medical and government industries.
• University of California Santa Barbara (UCLA) - Mr. Lim branded University of California Santa Barbara's ACCESS card, a new product combining debit features and student ID into one convenient card. It was so successful; it quickly became the industry standard for universities across the United States.
Mr. Lim has represented a vast array of all size business from startups to Fortune 500 brands, including Apple, Honda, Disney, DreamWorks, Acura, Xerox, Oracle, Cirque du Soleil, Lakeshore Entertainment, Mattel, Jakks Pacific, Northrop, ATT, Paramount Pictures, and HP, just to name a few. His contributions have added billions of dollars to clients' profits, to the greater value of the brand, and to the company's equity.
Building Brands
Over the years, through his considerable skills in shepherding brand strategies on the path to brand execution, Mr. Lim has assisted companies in wealth-building over a billion dollars in sales while consistently creating significant brand value, broadening mind-share, and delivering higher brand equity for his clients. For Mr. Lim, earning the badge of brand strategist has been a long and productive road. Today, he leads a team of top professionals who powerfully communicate and brand the visions of America's leading and emerging companies.
Mr. Lim has represented a vast array of Fortune 500 brands, including Apple, Honda, Disney, DreamWorks, Acura, Xerox, Oracle, Cirque du Soleil, Lakeshore Entertainment, Mattel, Jakks Pacific, Northrop, ATT, Paramount Pictures, HP, and others. He has helped companies who wanted to go beyond simple brand awareness: they needed a professional who could help them differentiate and stay ahead of the curve.
NeuroGym
John Assaraf had a vision: to provide life-transforming technology and solutions that were scientifically proven to help individuals achieve their mental and emotional potential. In the beginning, Assaraf was promoting the brand through a lot of events, which took a considerable toll on his time and energy. He wanted to transfer the practice fully online and he wanted to capture the brand experience there, showing people how to train the mind to improve their lives. This would provide an expanded reach and revenue. Mr. Lim joined forces with John Assaraf and used Assaraf's personal brand and credibility to seamlessly transition NeuroGym's company online. Through their 1.5 years working together with Mr. Lim as brand strategist and consultant, NeuroGym grew from 1-2 employees to just under 40 employees and a brand built at record-breaking speed, with tens of thousands of fans worldwide.
Namco
Namco, a video game publisher, was on the verge of releasing their latest game, Dead to Rights, when they took notice of HOW Creative's work with Burn Cycle at Philips Media. Namco hired Howard Lim and his team for a complete brand design: press kit folder, PR materials, posters that debuted a third-person shooter game exclusive to Xbox. The game a success, soon released beyond Xbox to PlayStation and Nintendo, followed by GameCube and Microsoft Windows. The game earned a 9.1 out of 10 rating by game media outlets.
DreamWorks
Based in NYC, Promotion Marketing Association represents the interests of Dreamworks, a one-trillion-dollar industry. They came to HOW Creative for branding consulting.
PMA is a resource where entertainment marketers upgrade their abilities to compete in today's growth markets.In response to the DreamWorks challenge to create a beacon that defined the future of media, Howard Lim led the initiative to develop the Star Power program for PMA. Response to the program was immediate. It literally reignited the identity of PMA—and increased attendance by 24%.
PMA has become a resource center, providing seminars, networking activities and educational events—all geared to provide the information, products and services businesses must have to compete in the modern marketplace.
Magic Johnson
Magic Johnson's Summer Pro League had a challenge in front of them: to boost summer basketball attendance and roll out a new brand look. With Lim's team at HOW Creative, the company received an entirely new brand identity complete with a corporate brand mark, merchandise and more.
For this summer professional basketball league sponsored by Fila, HOW Creative chose the human palm as its central visual element: (a) to symbolize NBA Basketball ("palming") and (b) in support of the league's goal to reach out to the community. The palm's multiple colors underscored the fact that players from around the world were participating. The line art was loosely created to represent the atmosphere of fun and enthusiasm that pervaded the event.
With the success of the LA SPL, they expanded to the East coast in Orlando and Florida.
Disney
Walt Disney Theatrical Productions approached Howard Lim with their new project, a stage production based on their cartoon movie, The Lion King. The challenge? Disney needed to create a presentation that would appeal to investors in order to launch the production. HOW Creative designed a branded investors presentation kit for The Lion King. As 90+ million audiences worldwide now know, The Lion King concept was embraced by investors and produced for the stage, where it became an award-winning musical and the 3rd longest running show on Broadway. As of winter 2017, it has grossed over $8.1 billion.
Los Angeles Marathon
When the City of Los Angeles Marathon needed to reignite their brand, Mr. Lim held the torch, developing a simple, bold, and memorable brand identity system. As a result of Mr. Lim's innovation and creativity, the Marathon had record-breaking attendance, selling out with 23,000 running participants—the largest participation in its 15-year history.
Santa Monica, 3rd Street Promenade
Mr. Lim and his team transformed a portion of the City of Santa Monica by working with the Convention and Visitors Bureau to activate the 3rd Street Promenade. This formerly outdated, rundown part of the community was quickly revitalized into a top visitor destination among all California beach cities, bringing in hundreds of thousands in business and tax revenues to stimulate the economy.
Hanna-Barbera
Howard Lim's innovative marketing materials for HOW Creative caught the eye of an executive at Hanna-Barbera, who contacted the firm and asked Mr. Lim and his team to rebrand and create promotional materials for The Wizard of Oz. The HOW Creative connection to this iconic work was to make it relevant to contemporary audiences—especially in connection to merchandise based on the movie. They did so by bringing two worlds, today's society and Oz's, together. In addition to The Wizard of Oz, Mr. Lim rebranded The Cartoon Network Studio logo as well as created materials for the cartoon, Jonny Quest.
NATPE - National Association of Television Program Executives
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. Mr. Lim and his team 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.
UCLA
UCLA Television and Film Archive was one of the largest archives in the country...and no one knew about it. Partnering with Howard Lim and HOW Creative, UCLA received rebranding to roll out a new visual profile and raise awareness. They received a corporate brand mark, stationery, brochures, and a website design. Today, they continue to protect and preserve over 220,000 film and television titles.
Child Guidance
Child Guidance, a project created by Jakks Pacific, covered more than thirty products to be sold in Target, Toys 'R' Us, Wal-Mart and Kay Bee Toy Stores. They approached Mr. Lim and his firm with the task to rebrand these products task: to rebrand these products to appeal to today's new generation of preschool children: hip, tech-savvy and quite independent for their age. Since this audience lives by their responses to stimuli, Mr. Lim and his team became determined to leverage their target market's sensory awareness through a program called "Tickle Your Senses." In addition, HOW Creative made the bold move to transition away from traditional primary colors, aligning the products with contemporary colors that felt fresh and innovative. They stood out and helped to grow the product line.
Position and Designing Businesses
No matter the size of the business, Howard A. Lim is passionate about brand logistics and creation. By blending business, branding and marketing, he bridges the gap between business fundamentals and creative innovation, using his proprietary process to seamlessly craft brand identities that speak to the market for the greatest possible impact. With more than 30 years of experience working with multiple industries and technologies, Mr. Lim has developed and refined a complete, trademarked, integrated process that blends business and marketing with an emphasis on branding. This process has crafted compelling, world-class brands for all sizes that were embraced and understood across all channels.
WSS
Founder Eric Alon first started WSS by selling shoes out of his van at swap meets. Today, WSS has grown to over 65 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 and in addition, they were thinking of transitioning their entire business online. Howard Lim knew the solution didn't exist within the mere move to online, and that this was more about creating an experience in the retail store that would keep people shopping longer and invite new customers in the doors.
Howard Lim began by pinpointing the company's unique DNA. What makes WSS unique? Why this should matter to prospects and customers? Taking Alon's successful business ideas into account, HOW Creative 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, HOW was able to create and integrate a business, market and branding strategy.
HOW Creative transitioned the company name from WSS Warehouse Shoe Sale to WSS. Then the firm 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. Every engagement point was synchronized — 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.
Increased retail profits by 200%
• Increased internet sales by over 1,500%
• Stronger business-to-business marketing and co-branding opportunities
• Re-attachment to their primary demographic
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 the America.
Piano Wizard
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. They also developed other promotional platforms such as advertising, websites, T-shirts, packaging, posters, manuals, animations, television commercials, books, and merchandise.
The team 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.
Mr. Lim and his team helped build The Piano Wizard brand from scratch a valuation in the millions within five years.
LySonix
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.
The brand needed to built from scratch. 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. HOW Creative then developed advertising, outdoor signage, posters, the brand mark, color scheme, and an elaborate trade show 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.
ATI
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. HOW Creative 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.
Stander
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. Howard Lim linked business strategy to a branding strategy, reinventing their business model and brand. In the process, he 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. They developed an entirely new brand image reflecting this new identity.
• In the seven months following their brand strategy meeting, Stander's sales grew by 32%
• They successfully landed and grew accounts with mass retailers, including Wal-Mart, Costco, Target, Sears, K-Mart, Walgreens, CVS, Amazon, Overstock, and Drugstore.com
• A 100% close rate on all prospects the Stander sales & development team contacted in person
• The new brand identity has inspired the team and increased confidence company-wide
Realism
Filmmaker Jon Rawlinson had created a name for himself and his other companies, and since 2002 has created films and produced a variety of projects in countries around the world. His work has been featured Yahoo!, Stanford University, The Discovery Channel, and American Express. Now, he needed help to launch his new business, Realism, an innovative virtual reality and augmented reality content production company. VR and AR are quickly becoming the next adapted technology for marketing, hospitality, travel and other industries. Howard Lim and the HOW Creative team helped Rawlinson realize his vision by naming the new brand Realism, as well as creating the entire brand identity and website. Realism successfully launched in 2017.
Opticwash
Opticwash (branded lower case as "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 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, the teams developed brand guidelines that would help open up vertical markets and create an experience consumers would return to often. Howard Lim helped to identify these multiple revenue streams to help create profits:
· Different payment forms at the opticwash online kiosk
· A renter profit-sharing plan
· Offering supplies to renters for purchase
· Website commercials
· Monitor advertising
· Kiosk ad wraps
· International licensing
HOW 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. They identified distribution and marketing channels that would provide the greatest exposure. They then designed and synchronized the brand image across the kiosk, vehicle wrap, mark, stationery system, brochures, press kit folders, trade show 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.
Milo Butler
The Bahamas-based Milo B. Butler & Sons group, which traces its roots back to a small grocery store established in 1928, and took on its present structure 50 years ago, remains a family-owned and operated business now in its third generation.
Apart from the two Flying Dutchman outlets, the Milo B. Butler & Sons group comprises one of the Bahamas' largest wholesale grocery distributors, plus Butler's Home Essentials and Butler's Bargain Mart. Milo B. Butler & Sons distributes 35 different brands, and numerous sub-brands under those, including Twinings Tea, corn beef, tuna, rice, Juice Bowl juice and various air freshener and animal food products. Apart from its operating businesses, Milo B. Butler & Sons also owns two shopping plazas - the Lucayan Shopping Centre in Freeport, and the Carmichael mall which houses the Scotiabank branch. It has equity stakes in several BISX-listed public companies, chiefly AML Foods, Cable Bahamas and Commonwealth Bank.
Milo Butler had a powerful legacy but struggled with reflecting this rich history into a current, relevant asset. They were unsuccessful at capitalizing on or leveraging their past. Before the rebranding, Milo Butler properties and touchpoints (vehicle wraps, logos, store fronts, office interiors, billboards, websites, informs, packaging, marketing material, etc.) looked outdated and did not appeal to the relevant younger generations. Additionally, they were rapidly losing market share and customers to their competitor's brands.
Howard Lim aligned the strategies of the existing business model. His team then rebranded to create a modern look and aesthetic and executed new marketing campaigns utilizing traditional and digital media. The re-branding involved communicating a clear vision, the company philosophy and values. They also established a brand promise to customers that they were able to depend on and that Milo Butler could deliver. Finally, HOW Creative created and aligned new inspiring touchpoints (logos and marks, new vehicles, packaging, remodeling of the stores interior and exterior, etc.), expanded marketing channels, and improved the customer experience through marketing, facility upgrades, and operational details.
Together the teams established a more modern brand that is customer focused; the new brand provided shoppers an entirely new experience that differed greatly from the old brand. It's fresh, relevant, inspiring, and it encourages the customer to spend and be part of the brand experience. The overhaul of the brand likewise inspired a greater sense of loyalty in employees, managers and other company leaders.
The rebranding of Milo Butler preserved the legacy and vision of the group's founder, Sir Milo Butler, but updated their overall structure so the company could continue to grow and remain relevant.
The Milo Butler brand is now bigger than just a business. It's an investment in the community. Milo Butler has established itself as an innately Bahamian brand that believes in honoring the legacy of its country and people. They are a brand people commit to.
Flying Dutchman
Flying Dutchman was a liquor store that had experience little to no growth in its prior 40 years. Their brand and experience felt outdated, but Mr. Lim noticed they had a strong, dedicated community. He realized that would be the key to leveraging success and increasing the brand equity. Together, they turned the store into a destination that was sustainable and remarkable. Using the traditional stories of the "flying dutchman," Howard Lim helped the company connect its brand to a woven story legacy, which would then appeal to the tourist and cruise market. They renovated the website, overhauled the interior design and brand experience, and started hosting weekly wine tastings and a live radio show. Brand design was about pulling all the pieces together. In two years, the company grew to five franchise locations and enjoyed a new standard of customer and audience for their brand.
Educating Businesses Through Thought Leadership:
Howard A. Lim's acclaimed book, Authentic Branding, reveals a proprietary process any business can take to become a brand so authentic, no competitor can duplicate it. Regardless of the business structure, product or service, the insights provided in Authentic Branding will teach any CEO or business leader how to mold the company brand into an industry leader, save years of frustration, and prevent millions of dollars' worth of marketing mistakes.
_________
At a Glance:
Mr. Lim is the author of Authentic Branding and is a frequent speaker, judge, and panelist at conventions and product and business conferences. He regularly hosts seminars and workshops, and has taught more than 75,000 entrepreneurs how to build differentiated brands that connect with customers intellectually and emotionally. Authentic Brands® has proven time and again to accelerate growth, profit, and value for every company, large or small.
Over 25 years as a keynote speaker, seminar presenter, panelist, judge, and moderator at:
· Touro University Worldwide: https://www.tuw.edu/
· United States Patent and Trademark Office: https://www.uspto.gov/about-us/uspto-office-locations
· International Houseware Association: https://www.housewares.org/show/
· Business Rockstars: https://www.businessrockstars.com/
· Founder Space: https://www.foundersspace.com/
· Beverly Hills Bar Association & Foundation: https://www.bhba.org/#&panel1-1
· SPREE/Recon: https://www.icsc.org/attend-and-learn/events/details/2019recon
· Malibu Chamber of Commerce: https://www.malibu.org/
· LAX Coastal Peninsula Chamber of Commerce: https://laxcoastal.com/
· Palos Verdes Chamber of Commerce: https://www.palosverdeschamber.com/
· Greater Conejo Valley Chamber of Commerce: https://www.conejochamber.org/
· City Summit: https://www.citysummit.co/
· Ancillary Retail Expo: http://www.cvent.com/events/2019-interface-ancillary-retail-expo/event-summary-9cf96d025f094f1281fa8cd930df66d4.aspx
· Magic: https://www.ubmfashion.com/shows/magic
· CAHF: Annual Independent Owners Conference: https://www.cahf.org/
· California Polytechnic State University: https://www.calpoly.edu/
· Small Business Expo: https://www.thesmallbusinessexpo.com/
· Toastmasters: https://california.toastmasters.org/?gclid=CjwKCAjwqLblBRBYEiwAV3pCJr9hvY2I4LnOLdjTNdrCNY9o1F8VlJ4QH9b6SQffFU9u3aAhJEjFCRoCLoQQAvD_BwE
· Fashion Business Inc.: https://www.apparelnews.net/news/2017/jul/03/fashion-business-inc-shutters-after-19-years/
· iCAN: https://www.tisias.org/ican-2018.html
· INPEX: https://www.inpex.com/
· You Will Change The World: https://www.youwillchangetheworld.com/instructors/peter-anthony-wynn
Mr. Lim event videos:
· https://www.youtube.com/watch?v=caBsPzzWF_Q&t=35s
· https://www.youtube.com/watch?v=dSXfFc6SSGk&t=185s
· https://www.youtube.com/watch?v=KLm2OYT1a-c&t=59s
Mr. Lim event directors written testimonials:
· https://indd.adobe.com/view/30e8bd3f-64f2-4154-b56e-2223fd06b147
Mr. Lim event directors video testimonials:
· Speaking International Housewares Association - https://youtu.be/G-M3kkQkyXM?list=UUa0vAVsW03YG0z_UrgjwAPA
· Speaking INPEX - https://youtu.be/G-M3kkQkyXM?list=UUa0vAVsW03YG0z_UrgjwAPA
· Awards Ceremony (not edited) - https://youtu.be/v01Eoi0jF8g?list=UUa0vAVsW03YG0z_UrgjwAPA
· Les Brown https://www.youtube.com/watch?v=YOAZe2bYOAg
Event videos:
· https://www.youtube.com/watch?v=caBsPzzWF_Q&t=35s
· https://www.youtube.com/watch?v=dSXfFc6SSGk&t=185s
· https://www.youtube.com/watch?v=KLm2OYT1a-c&t=59s
Event directors written testimonials:
· https://indd.adobe.com/view/30e8bd3f-64f2-4154-b56e-2223fd06b147
Event directors video testimonials:
· International Housewares Association: https://www.youtube.com/watch?v=4dvtSalD8Rc&t=18s
· INPEX: https://www.youtube.com/watch?v=4BCYEhqXO8M
· John Assaraf: https://www.youtube.com/watch?v=mZwPoTHsd0k
· Les Brown https://www.youtube.com/watch?v=YOAZe2bYOAg
Mr. Lim's work has been featured in:
· Delta Airlines
· Wall Street Journal
· Los Angeles Times
· New York Times
· Macworld
· BRANDWEEK
· HOW Magazine
· ABC
· FOX
· CBS
Mr. Lim serves as an advisor on the following organizations:
· Cal Poly College of Liberal Arts Dean's Associate Advisory Council
· Malibu Chamber of Commerce Board of Director
· U.S. Green Chamber of Commerce Brand Advisor
· International Housewares Association Panelist, Speaker and Moderator
· INPEX Co-Chair Domestic Judge and Speaker
· iCAN Co-Chair International Judge and Speaker
Mr. Lim has earned the following awards:
· Euroinvent Ambassador of Innovation Award
· INPEX Lifetime Achievement Award
· iCAN Speaker Award
· HOW Design Award
· Cal Poly Garson Award
· Micro Technology Award
· Zylan Website Award
· Piano Wizard Award
Mr. Lim articles:
· http://voyagela.com/interview/meet-howard-lim-creative-topanga-canyonmalibu-mountains/
· https://www.latimes.com/business/la-fi-wss-stores-20180803-story.html
· https://theogm.com/2015/02/11/rediscovering-black-gold/
· http://www.thebahamasinvestor.com/2014/milo-b-butler-sons-plans-anniversary-overhaul/
· https://www.voiceamerica.com/episode/110811/how-to-build-a-unique-brand-for-your-business-with-howard-lim
Howard A. Lim Tel: 310.
Your Brand Is Stuck In The 20th Century…Here's How to Bring Your Business To The Cutting Edge
Seminar Description:
Stuck in the 20th century of marketing and focusing your marketing budget on TV, radio and print? Today's companies are overwhelmed with marketing products and services, so it's easy to stick with what you know. But it's risky to stay safe. Your large ad spends are stuck with the same lackluster results. Fortune 500 business and brand architect Howard Lim shows you how most companies are making three major mistakes when it comes to their branding and marketing:...
Brand it Right: Ignite Your Profits
Seminar Description:
If you want to see profits in your business, it's time to pay attention to your brand. A company cannot afford to waste its budget year over year with trial-and-error branding. By undergoing a deeper consideration of your brand, you can create a lasting positive impact that increases sales, customers, loyalty, value and overall compelling experience. In Howard Lim's presentation, he'll walk you through the most common branding mistakes that cost businesses...
Secrets To Sequencing Your Brand and Business The Right Way For Lucrative Results
Seminar Description:
Building your business to be world-class requires a proper sequence. Because they miss critical pillars for a stable foundation when building their brands, over 95% of businesses fail to sustain themselves, let alone scale. It doesn't matter how much capital or resources you have: if you don't position your business properly, you'll lose. Fortune 500 business and brand architect Howard Lim will show you how he's taken small companies and positioned them with the...
