Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell Book

In Brand New, Harvard Business School professor Nancy Koehn looks at six entrepreneurs and the extraordinary brands that they built including Josiah Wedgwood, Henry Heinz, Marshall Field, Estee Lauder, and Michael Dell. What interests Koehn is not so much the success that these brands enjoyed as much as the trust that these household names were able to inspire with consumers. Koehn makes her study especially relevant to today's marketers in that each of the entrepreneurs she looks at developed their brand during a period of tumultuous change, for example, Wedgewood's tableware became popular during the Industrial Revolution and the emergence of the middle-class; Schultz's coffee empire blossomed in the 1990s and the present-day information revolution. Part business history, part marketing manual, Brand New is a fascinating study of brand development that belongs on every thoughtful marketer's bookshelf. --Harry C. EdwardsRead More