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Article: Lessons from old millennium. (On Marketing).(Josiah Wedgwood as effective brand builder)(Column)
- Article from:
- Arkansas Business
- Article date:
- October 14, 2002
- Author:
CopyrightCOPYRIGHT 2002 Journal Publishing, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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THERE ARE MANY FRESH sources of branding advice available to you these days. I recently found some really old examples that nevertheless might be useful to you in 2002.
In "Brand New," Harvard Business School professor Nancy Koehn profiles six entrepreneurs who, in their own ways, paid attention to important social trends and changing preferences; identified some consumer need that didn't exist before; maintained constant two-way communication with customers; insisted on the highest standards of quality; and were relentless, hands-on entrepreneurs, making sure that all areas of their new companies were centered on delivering value to customers. The profiles ...