Marketing Down The Value Chain
Building brand identity through co-op advertising and downstream marketing.
Larry Snider Eastman Chemical Company
Imagine youre at a trade show packed with designers looking for the latest and greatest in display materials. Participants crowd around one table to see a new plastic Spectar copolyester, from Eastman Chemical Company that offers complete design freedom. You hear questions: Can I twist it? Nail it? Stamp it? Drill it? It wont break like acrylic? And you hear the answers: Yes. Yes. Yes. Yes. No.
But then, you hear the inevitable: Im sold. Where can I...