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Lesson #4: Give Your Business a Little Brand Aid
“Originally, it was Jerry’s Guide to the World Wide Web, but we settled on Yahoo!,” says Yang. “It is a pretty recognizable brand name.” Despite Filo’s admission that he was “not crazy about the name at first,” he now concedes that they made the right choice. “It grew on me,” says Filo, who is now grateful they selected a name that is “so memorable and that conveys the sense of fun involved in all this, the sense of adventure. This is what really distinguishes our site.”

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The Sweet Taste of Success: Ben & Jerry’s Takes Off
In the early 1970s, both Greenfield and Cohen were at major crossroads in their lives; neither was satisfied with nor particularly inspired by their careers thus far. In 1974, Greenfield moved to North Carolina with his fiancée to take what he now calls his ‘first retirement’ – a much needed three month break that allowed time for reflection. That same year, Cohen moved to the Adirondack Mountain region of New York, where he worked as a craft teacher at a local school for emotionally disturbed youth. For three years, he worked on this 600 acre property, building his own house, teaching pottery and other art techniques, as well as making ice cream with the students.

The Inside Scoop: How Ben & Jerry’s Achieved Success
They turned their $5 for an ice cream making course into a successful multimillion dollar business, and they had a lot of fun in the process. But, Ben & Jerry’s isn’t just about the delicious ice cream. From taking a stand against nuclear weapons to discussing America politics and corporate social responsibility, founders Cohen and Greenfield are taking the vision for their business to the wider world. How did two anti-corporate hippies become millionaires and respected business leaders in the 21st century?
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