What Could Be More Inspiring Than Honesty?
How and Why Honest Tea Keeps Its Brand Promises
Jim Champy
The first inkling of a business opportunity came to Honest Tea’s founders, Barry Nalebuff and Seth Goldman, in 1994, when Nalebuff was teaching and Goldman was studying at the Yale School of Management. Nalebuff, a professor of business strategy, was discussing a study of bottled drinks with Goldman, one of his top students, when they converged on a fact that caught their attention: all nondiet drinks except bottled water—not just sodas, but fruit juices, sports drinks, and iced teas, too—were loaded with sugar, usually in the form of high-fructose ...
Get Powerful Social Media, Branding, PR Practices (Collection) now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
