Technology Disruption Has Lead to the Rise Of The Craft Brand

Brands aren’t what they used to be. In the past, brands were a physical symbol that represented value. When you bought a Coca-Cola, the red logo assured that you were getting a good soda. Nowadays, brands have become more complicated. They still represent a physical product, but they can mean a lot more than that. In The Rise Of The Craft Brand: Why Small is Going to Be Huge, author Ben Zifkin explains how this changing definition of branding can be leveraged to help a small business compete with a large-sized competitor.



Technology Disruption Has Lead to the Rise Of The Craft Brand