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Tell your story
editTell your story
Great storytelling evokes certain emotions and creates personal connections. A good business name can do the same for its customers.
Ben & Jerry’s global ice cream takeover exemplifies a perfect brand story. Today, the name celebrates the grassroots success of its founders, who never gave up on their dreams. “With a $5 correspondence course in ice cream-making from Penn State and a $12,000 investment ($4,000 of it borrowed), Ben and Jerry opened their first ice cream scoop shop in a renovated gas station in Burlington, Vermont,” says its website. While the company scaled to a larger corporation owned by Unilever, the name Ben & Jerry’s evokes the industrious story of the owners behind it.
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