Page 100 - Selling the Invisible: A Field Guide to Modern Marketing - PDFDrive.com
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recognizes her name. When parents from other neighborhoods ask Sheridan
residents about sitters, they say: “Call Kate.” And those parents do.
The local press soon hears about the young entrepreneur and writes a story. A
reporter for the local CBS affiliate reads the story, calls Kate, and does a three-
minute feature on “WE ♥ KIDS” on the six o’clock news. Kate charms and
impresses everyone listening—all 170,000 people.
In the entire market that she serves, Kate has built a booming brand.
For about $32 in paint and plywood.
Building your brand doesn’t take millions. It takes imagination.
