Suits
From 2002-2003, I was the marketing director for S&S Fire Apparatus Co., a small business in northern Indiana that built—surprisingly enough—fire apparatus ( i.e. fire trucks and similar anti-incendiary devices). It was my first job out of college and the pay was less than I would have liked (like whose isn’t?), but I loved the company and I loved the work I did for them. Near the end of my first year there, the decision was made to cut costs by merging our three successful tanker lines into one. We began the project as these things usually begin: with a meeting. After a couple of hours, there were still very few good ideas on what to call the new product family, which encompassed the old Infinity II ® , Infinity+3, and FC Series. Finally, I piped up and asked, “How about Infinity III?” Amazingly, everyone liked that suggestion and the Infinity III line was born. That’s where things started getting interesting. My next task was to create a marketing campaign for the Infinity II...