Doberman.

Overview

Doberman is my holding company, based in Detroit. It is built to own and grow a portfolio of brands. I wrote its brand strategy: what the company stands for, who it is for, where it sits in its category, how it speaks, and how it looks.

As a holding company, Doberman doesn’t sell to customers directly; its brands do. That means the strategy leaves out some things a typical brand strategy would include, like customer research, sales data and product positioning. It focuses on the parent brand: the taste, values and identity its future brands will share.

House rules

Sell an identity. People choose brands that reflect who they are. Too many brands are focused on selling the product.

Invest in creativity. Resist category conventions. Make room for new ideas. Treat every business like a work of art.

Build American brands. Every portfolio brand must be rooted in American culture and values.

Audience

The Art Patron. He holds art and design in high regard and supports creatives whenever possible. He enjoys visiting galleries and museums. He is selective in his taste, regardless of trends, and willing to pay extra for craftsmanship.

The landscape

Most holding companies hold their brands together with capital. Virgin and Berkshire Hathaway put their name in front, and Authentic Brands stays behind its labels. LVMH and Bedrock Manufacturing hold their brands together with taste, but the parent stays in the background.

Doberman takes the open corner: a parent that is held together by taste and is proud to be seen.

Home

Motor City × City of Design. Detroit has been the Motor City since the 1910s, when it built the American car. In 2015, UNESCO named it the only City of Design in the United States. Doberman is proud to call Detroit home.

Channels

Instagram, where the taste is shown. The primary channel. Content built to entertain, where most audience growth happens.

LinkedIn, where the work is shown. Portfolio performance, seen by founders, investors, and corporate professionals.

Private events, where the taste is shared. Invitation only. Guests experience the brand in person, over a drink and real conversation.

Identity

Wordmark — leads

Doberman.

Seal — sparingly