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Small Town Rules: How Big Brands and Small Businesses Can Prosper in a Connected Economy by Becky McCray, Barry J. Moltz

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Powerhouse Small Town Brands

Longaberger Baskets

Dresden, Ohio: Population 1,529

Handmade, signed, and dated Longaberger baskets are a mainstay of country and casual decorating, and the Longaberger Company has grown far beyond baskets.

The basket-making in the Longaberger family started when J.W. Longaberger apprenticed with the Dresden Basket Factory in 1919. At the time, baskets were part of the industrial and manufacturing base of Ohio, used in local pottery factories and homes. Eventually, baskets were replaced with bags and boxes for everyday use.

J.W.’s son Dave had an entrepreneurial spirit. Always earning money at something, his family called him the “25-cent millionaire.” He worked a variety of jobs and operated several local businesses, ...

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