brand marketing

What’s omnichannel mean, exactly? And what does it have to do with the best pizza outside of Naples? And where does lively writing fit into all this? Andris Lagsdin has a small company outside of Boston called Baking Steel that manufacturers and sells ultra-conductive metal baking sheets. Its flagship product is its namesake Baking Steel, a heavy, quarter-inch honed hunk of steel. It doesn’t look like much—it looks like an ordinary piece of metal. But it gives you the best pizza crust outside of Naples. (Ze. Best.) Last spring, Andris ran a contest promoting a new, lighter product called the Mini Griddle. He invited subscribers to comment on his blog post with a recipe idea: What would you make with a Mini Griddle? The best entry would be the winner. I entered the contest on a total whim. My recipe—invented as I sat at my desk one wintry morning in […]