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Story Hour

Intrigue your audience by marketing with storytelling techniques.

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This story appears in the April 2007 issue of Entrepreneur. Subscribe »

A great film has a talented cast, intriguing characters and a good story. What veteran filmmakers Lara Alameddine and Daniel Dubiecki realized when they launched Beverly Hills, California-based Little Lily, a high-end pet clothing company, was that those same aspects of filmmaking could help them market their brand.

In 2003, Alameddine, 27, and Dubiecki, 29, were walking a 5-pound Yorkie named Lily when she cut her paw on glass. The vet recommended protective doggy footwear, inspiring the pair to create Lilyboots, fashionable leather shoes for paws.

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