Company: Coconut Bliss
Contact: Larry Kaplowitz, co-founder
Location: Eugene, Ore.
Industry: Food, B2C
Annual revenue: $5,000,000
Number of employees: 11

Quick Read

Has the world of marketing come full circle? As social media turns what we consider to be "traditional" on its end by empowering the people and endorsing two-way conversations over broadcast messaging, more brands are realizing the importance of methods employed long before the days of mass media, mass messaging, and mass efficiencies—that is, straightforward, one-to-one relationship-building.

In fact, a recent study from IBM, which interviewed more than 1,500 CEOs, general managers, and senior public-sector leaders from 60 countries and 33 industries, found that the majority of company leaders (88%) view deeper customer relationships as the most important dimension of realizing their business strategies in the next five years.

Perhaps it's time for big business to take a page from the little guys—such as Eugene, Ore.-based Coconut Bliss. Its grassroots, customer-focused efforts have enabled the company to establish a nationwide presence in just a few short years, while nurturing an incredibly strong and genuine passion among customers that could never have been achieved through ad impressions.

Challenge

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