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Ken Bernhardt

by Jan Schroder

“To understand what customers need and how to respond to that is really what marketing is all about.”

– Click/Watch 100-second video by Mehran Moin

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.

– Chris Schroder

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