Taking inventory of your brand

By Mike Switzer

Published February 13, 2025 at 6:30 AM EST

Mike Switzer, host of the South Carolina Business Review

Marketing is an important part of any business plan and our next guest says that branding is the most important part of marketing. So is she talking about brand creation or brand building or both? Mike Switzer interviews Mary Church Cornette, CEO at FUEL in Greenville, S.C.

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Mike Switzer

After almost 20 years, Mike Switzer retired from Wells Fargo Securities in 2001 as Senior Vice President/Investment Officer and Certified Portfolio Manager. In 1999, he and his wife, Maggie, purchased and operated for eight years the Baskin Robbins ice cream store on Forest Drive in Columbia. They grew the store from a bottom-tier operation in the Baskin Robbins franchise system to one in the top 5% nationwide within three years, tripling sales along the way. While operating the ice cream store, Mike and Maggie received patents for a portable ice cream sink and fold-down sneezeguard they invented and in 2002 started Magnolia Carts, an ice cream cart manufacturing company, which they sold in 2013.

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