Check out this interview we did with steve hartman, the former Managing Director of Marketing at Urban Outfitters. If you want to learn how going against the grain benefits your brand, this is an interview you will definitely want to watch. This video highlights what it takes to truly create a fearless brand from a decidedly logo-free retailer.

Urban Outfitters is an eclectic lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity, and cultural understanding.

Here’s some of the key takeaways from the interview:

0:53 Steve talks about how an inconsistent customer experiences helps the Urban Outfitter brand.

3:02 The reasoning behind why Urban Outfitters doesn’t have a logo.

4:10 Steve’s scariest experience with an Urban Outfitters going too far off brand.

5:23 Steve discusses the Canadian arm of Urban Outfitters and how Canadian fans have adopted the brand.

6:45 The importance of focusing to get things done.

I think there are so many things that we do in our personal lives, in our corporate lives, and what we do with our brands where we say “Yeah we’ll get to that”…just being able to focus your energy on something and be able to go after it, you’ll be able to do really, really great things.

Steve Hartman is the former Managing Director of Marketing at Urban Outfitters. Steve was respon- sible for business as well as all of Urban Outfitters’ creative and marketing ac- tivities in North America. Prior to joining UO, Steve spent most of his career at eBay where he held various leadership roles in both the internet marketing and technology organizations, including advertising on and running eBay’s global affiliate marketing network. He currently sits on advisory boards for Gundlach Bundschu Winery and Steve has a BS in Mechanical Engineering from Carnegie Mellon and dual MBAs from the Haas School of Business at UC Berkeley and Columbia Business School.

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