The value is not in the ice, the syrup, the truck, or the music. It’s in the human mind. It takes a certain kind of genius to tap into it and make it real. That genius has been responsible for the creation of a franchise called Kona Ice that operates in 41 states today, each franchise independently owned but using the brand capital built up over time. Kona Ice is on its way to being a big business, but is there really such a thing? The business really takes place one customer at a time. Read more: fee.org/the_freeman/detail/the-delightful-merchantcraft-of-the-shaved-ice-truck#ixzz2ZyKW0yhO
Posted on: Wed, 24 Jul 2013 14:10:38 +0000