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July 30, 2010

What A Concept: How to Build Successful In-House Brands

Published Saturday, July 01, 2000

When it comes to exhibiting creativity in your operation, creating your own brands is about as good as it gets. Think about it. With your own brand, you can design a product or service from the ground up. You can spice it, color it, size it, name it, logo it, wrap it, promote it. And if it’s not a rousing success right off the bat, you can tweak it slightly, overhaul it extensively or drop it and start all over again. “I just love this part of my job. It’s the fun of the creation,” says Carol Kehrer, ...

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