Building Brand Gravity: Attracting People Into Your Orbit
G&S Communications
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From 313 to 30 Rock (and Back Again): Howard Handler on a Career Building Iconic Brands
SNL. NFL. MLS. 313. You know you’ve got a good brand on your hands when all it takes is three letters or numbers to evoke an image or a moment that millions of people around the world recognize. But whether it’s a super quotable comedy sketch, an unforgettable moment in football (both American and European), or the birthplace of the car and Motown, it can be all too easy to take powerful branding for granted after it becomes so ingrained in our daily lives. But that doesn’t detract from just how much time and work goes into building, cultivating, and sometimes revitalizing these brands to the point that they become their industry’s standard-bearer. And more importantly, it doesn’t take away from the role of strong relationships—old and new—in defining these brands and businesses. In this week’s episode, host Anne Green catches up with old friend and former colleague Howard Handler, President of 313 Presents. Howard provides an engaging overview of his journey from growing up in Detroit to playing key roles in major brands across industries, including Quaker Oats, Lorne Michael’s Broadway Video, the NFL, and Virgin Mobile USA. Now back in his hometown, Howard is dedicated to nurturing Detroit’s dynamic entertainment scene through 313 Presents—further illustrating his commitment to fusing narratives and relationships to build community and ensure the brand continues to captivate audiences and consumers. We also discuss: The challenges and opportunities of adapting to a new industryWhy the ability to sell your brand and tell your story is crucial in opening new doors and career opportunitiesLeading businesses as well as brandsThe city of Detroit as an example of brand revitalizationLessons that businesses of all sizes can learn from disruptive approaches like those of VirginThe joy of maintaining relationships across the arc of your career
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