The Craft Brand

"There are few people that have the vision to see where an industry is headed. There are even fewer that are driving the industry to that future. Ben is leading us into the next generation of commerce." The world of commerce is dramatically changing. The age of big retailers and big brands is giving way to a new type of commerce that is driven by u... nstoppable changes in technology and the economy. As a result, craft brands are coming to the forefrontbrands that thrive on their uniqueness and their bond with consumers. Leaner, sleeker, and faster, Craft Brands are deeply disrupting commerce by building engaged communities, creating unique value propositions, and out-innovating monolithic, legacy brands and retailers. This book is a guide to the forces reshaping buying and selling, and how those forces are pushing us toward a decentralized world of commerce in which craft brands reign. It shows why quality and resonance are the most important drivers of craft brand successand it lays out strategies and case studies that emerging craft brands (or big brands struggling to stay relevant) can emulate. Ben Zifkin has spent the last fifteen years helping some of the worlds largest organizations leverage technology to compete in business. After living and working in North America, Europe, and Asia, he has become a trusted advisor to senior executives of Fortune 1000 companies. A repeat founder, Ben has built three organizations with successful exits and raised significant venture funding. His companies have been recognized as Top 3 Best New Start-Ups, Top 20 Most Innovative Companies, Fast 50 Companies to Watch, and Hot 50 Fastest Growing Companies. His most recent business, Hubba, is the fastest growing business-to-business network connecting brands and retailers. Through this network, Hubba is building out the worlds richest, most comprehensive data set of product information. Hubba is routinely recognized as one of the most powerful companies powering the next generation of commerce. Utilizing years of experience ...Read More