#70: Building Brand Equity With Kyle Duford At Chrome Industries

How does a 18-year old business continue to build brand equity, customer engagement, and financial success? Tune in to hear how Chrome Industries has grown into a household name in messenger bags and urban apparel with E-Commerce Director Kyle Duford. We discuss the importance of building a unique customer experience (online + offline) and snowballing brand equity into a business asset that sets you apart from the competition.

Topics Discussed:

  • 05:00 – Background of Chrome Industries and their products
  • 06:30 – Ignoring the competition and forging your own path
  • 10:00 – Chrome’s business model with offline and online channels
  • 14:00 – Having a content and engagement focus online
  • 18:30 – How content drives the brand experience at the online store
  • 20:00 – Video marketing, product pages, and conversions
  • 24:00 – Why Chrome doesn’t use 360 product photography
  • 27:00 – E-commerce design styles and minimalist trends
  • 30:00 – Framework and process for basic A/B testing
  • 37:00 – Main online marketing channels of Chrome Industries
  • 43:00 – Instagram, community building, and not being “in your face”
  • 49:00 – Future of mobile, local, and the offline shopping experience

Mentions in the Episode:

Episode Length: 55:09


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  1. I have a Chrome digital camo messenger bag that I bought off Craigslist in 2006 that I still use to this day. It’s been across the US and Europe. I’ve used it to deliver food, as a gym bag for fighting equipment, and pack clothes to move across country with. I still use it to take boxes and packages to the post office on my bike. It’s one of the best and longstanding consumer goods I own.

      1. This interview was great. Really great questions and insightful answers.
        I worked as a messenger for a while so this was really interesting stuff.

        1. Thanks man, wait till you hear the 3-part Amazon series I have coming up in Nov, I do a deep dive on listing, SEO, and using FBA.

          1. I am excited for the Amazon 3 part series, will you be discussing UPC Codes?

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