Virtual AMA Café
Date and Time:
Location:
Virtual event. Login details will be sent upon registration.
Registration coming soon!
Creating Crossover Brands
How to build a brand that’s bigger than its brief
Drawing on two real brand stories – a functional sparkling water brand that grew into a market leader, and a premium cannabis accessory brand built for people who don’t think of themselves as cannabis people – this talk explores what it means to build a brand when your target isn’t fully formed yet.
The through-line: brands that cross over aren’t accidents. They’re built with enough conviction, clarity, and creative honesty that unexpected audiences can recognize themselves in them. The target is a starting point, not a ceiling.
Takeaways
• How to build for a target you can’t fully see yet — and why that’s not a weakness
• Why product design and brand identity are audience signals, not just aesthetic choices
• What it costs to walk away from the obvious audience to build for the right one
• How conviction-driven brands create unexpected crossover appeal
Guest Speaker: Dave Schutz
Dave Schutz is a Twin Cities-based creative director, brand builder, and entrepreneur. He has spent his career constructing brands from the ground up – first at some of the biggest (and smallest) advertising agencies on the planet and, these days, doing it for his own start-ups.
As the founder of Ukiyohi, a premium accessories brand in the cannabis space, and Stoberi, a bespoke jewelry brand, Dave’s work sits at the intersection of product design, digital marketing, brand identity and culture. He currently lives and works in Minnetonka with his wife, Amanda, and their two teenage boys.
AMA Café is a virtual networking and career development event hosted by AMA Minnesota. Open to all chapter members and nonmembers. It’s a space for the AMA Community to come together for connection and to learn more about the AMA and have some fun.
Investment:
- Member/non-member: $0
We hope to see you there!
