Daderot · Public domain
Josiah Wedgwood
The twelfth child of a Staffordshire potter, Wedgwood industrialized ceramics and, along the way, invented much of modern marketing: money-back guarantees, free delivery, illustrated catalogues, traveling salesmen and showroom retail. His Etruria factory pioneered division of labor and cost accounting a generation before the textbooks existed.
In 1765 Wedgwood completed a tea service for Queen Charlotte and immediately asked permission to style himself "Potter to Her Majesty" — then renamed his cream-colored earthenware "Queen's Ware" and advertised the royal connection across Europe, arguably the first celebrity-endorsement campaign. Aristocratic orders followed, capped by Catherine the Great's 952-piece "Frog Service" in 1774, which Wedgwood exhibited to ticketed London crowds before shipping it to Russia: the product launch event, two centuries early.
“Demand can be manufactured as deliberately as the product itself, if you treat marketing as part of the craft.”