Can a nearly 400-year-old company reinvent itself around customer conversations, brand advocates and online enthusiasts? The story of Fiskars proves that it can. Fiskars makes high-quality scissors that are popular with scrapbooking enthusiasts. The problem was that the company’s brand recognition was low. Scrapbookers perceived one scissor as being pretty much like another. Big-box retailers [...]
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Interviews and Insights on the Changing Media World
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Produced by Dana Gillin
