Business Of Story

Today we are investigating how you can use story marketing to turn a commodity into commotion. We’re talking about elevating a fairly banal item, like socks, into a meaningful and sought after experience—all through the brand stories you share! I know it sounds crazy, but socks are a $6 billion global industry. Imagine the market share you might carve out simply by disrupting the norm with story?  Today we’re going to meet two people who have done exactly that through their plucky five-year-old company, Sock Club. That’s right! I am a proud Sock Club member. The company, which was born in 2012 as a small side project, has become one of the premier sock-subscription services. They send quality American-made socks to subscribers around the world. Every month, Sock Club designs and releases a one-of-a-kind sock design. They tell the story of the inspiration behind the design that accompanies each pair. Joining us today is Sock Club Co-founder, Noah Lee, and Creative Brand Manager, Melissa Huisman, who have spen