Maker's Mark: building an icon brand

In this paper, we can see the secret of Marketing techniques by Bill Samuels to make Maker's Mark from unknown brand to the nation's premium bourbon leader.

Samuels stated the icon brand as "awesome respect by those in the know.". And Jack Daniels in the 80's and Absolut Vodka in the 90's were considered as the most successful icon brands.
The way Samuels did for Maker's Mark was its personalization approach embodied by a "one customer at a time" philosophy, and using web technology to differentiate from competitors.

We will find out more deep insights and interesting viewpoints on his industry and his marketing techniques in this paper. Some Pearls of marketing wisdom at the end will be good for our resources as well.