From kitchen to Bloomingdale’s to online success: How this small business founder pivoted her strategy during the pandemic

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Market Segmentation, Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: When Teri Johnson, founder of the Harlem Candle Co., realized how serious the Covid-19 shutdown was going to be, she ordered as much inventory as she could. The Harlem resident founded the company in 2014 and personally designs each candle to honor and capture the essence of neighborhood icons such as Langston Hughes, James Baldwin, Billie Holiday and Duke Ellington.

Source: CNBC.com – video report

Date: Feb 24, 2022

Link: https://www.cnbc.com/2022/02/24/this-nyc-candle-business-switched-to-selling-online-during-covid-19.html

Questions for discussion:

  • What is the brand identity promoted by the company?
  • What is the value proposition to buyers?
  • What other products do you think would appeal to the same customer?
  • How important is Teri Johnson as the “face” of the brand?