1. H.J. Heinz, 1897
During an early wave of public concern about food safety, the ketchup king became the first CEO to open his factory for tours.
The impact: Facility visits quickly drew 20,000 visitors annually, and Heinz kept using transparency to build consumer trust, promoting federal regulation to transform the entire food industry.
2. Coco Chanel, 1910
As a young milliner, Chanel first won business by parading around Paris in a daringly small hat, prompting women to want what she had.
The impact: Chanel replicated the stunt a decade later by spritzing her new perfume in public. Her lifestyle-branding savvy has been emulated by Ralph Lauren, Tory Burch, and social influencers.
Recognize your brand’s excellence by applying to this year’s Brands That Matter Awards before the early-rate deadline, May 3.
