“To understand what customers need and how to respond to that is really what marketing is all about.”
Ken Bernhardt has served as a marketing consultant to top Atlanta brands such as Coca-Cola, Chick-fil-A and Home Depot, taught marketing at Georgia State and written a column for the Atlanta Business Chronicle.
But his Crossroads occurred when he sold his first ad for the Washington & Lee newspaper to a tire store and realized what businesses really needed was not just advertising, but creative insight into how to “satisfy the unmet needs that consumers have.”
A few years later, he sold enough ads to pay his tuition at Harvard Business School.
“That was my introduction to marketing,” he said.