On this episode of The Family Business Voice, Phillip Kalli, Managing Director of Ideal talks to Ramia about Ideal’s early days, authenticity in marketing and strength in family.
– The idiosyncracies inherent to family business make Ideal unique and are a competitive advantage.
– Consumers need something they understand to identify with.
– Ideal has established a successful marketing strategy by being authentic.
Also, read the full article here.