Sanford, L.P.: Write Out Loud campaign
Mark LaneOVERVIEW
Sanford, L.P., a fixture among ink companies since the mid-nineteenth century, introduced the Sharpie permanent marker in 1964. In subsequent decades the Fine Point black Sharpie became the world's most popular permanent marker, and the Sharpie brand experienced sustained growth at the expense of its competitors. With market dominance assured in the near term, Sharpie began looking for further brand growth via the introduction of new tip designs and ink colors. By 2002, however, the brand was still almost exclusively associated with its most successful product, the black Sharpie Fine Point....